Ford strengthens Feels Like Family Promise via Value of Ownership Message
Encouraging owners to make time for their loved ones, Ford India’s latest campaign showcases the company’s several innovations that can help enable such precious moments while strengthening the brand promise of ‘Feels Like Family’.
The series comprising three poignant stories, borrows from real-lives of today’s consumers who, caught up in their busy day-to-day lives, often find it difficult to spend time with their family & friends.
Throughout its emotional storytelling, the campaign showcases how transparent and reliable Ford service innovations play a significant role in helping customers spend priceless moments with their loved ones.
In all situations across the campaign, the protagonists make time for their loved ones on days reserved for getting their cars serviced. In each story, the self-assured Ford owners make time for their family members, while the Ford family takes care of servicing their car.
“In line with our Feels Like Family Promise, we want our customers to spend quality time with their loved ones & let the ecosystem of trustworthy and transparent service innovations take care of their favourite Ford,” said Rahul Gautam, vice president marketing, at Ford India.
“Through our research, we observed most of our owners block days for the servicing of their car. With our pick and drop facility, real-time SMS service updates & transparent online calculator aka service price promise, we want to make sure that servicing the car never prevents our owners from spending priceless moments with their loved ones.”
The first-film, going live on March 20, features a father who is playing carrom by himself, taking turns from each side to make the game interesting. The sudden arrival of his son and a conversation that ensues between the two adds an emotional dimension to the film.
Ford has been constantly innovating towards winning the trust of its customers through several innovative and first of their kind initiatives -- like Service Price Calculator – that allow them to know their car’s service and parts cost even before walking into the dealership.
Ford’s efforts on keeping the service cost low are validated by an independent Spare Parts Price Study conducted by India’s leading auto magazine Autocar. The survey rates Ford’s genuine parts amongst the most affordable.
Making it easier for consumers to know about Ford’s low cost-of-service, the company has now integrated service costs for each of its car lines with Google Assistance. A Ford owner just has to ask Google Assistant about a Ford car’s service cost and the search engine will do the rest.
The TVCs for the recent campaign comes from BBDO India under the creative supervision of Josy Paul, Akashneel Dasgupta & Shinjini Banerjee.