Thursday, April 09, 2009

Innovative Marketing - FORD

Just came across this article involving a very risky yet pretty interesting marketing strategy by Ford. To quote the article, it "tests the limits of social media branding".

To promote the new Fiesta, Ford will hand over new cars to 100 youngsters from various social & economical strata and they will document their experiences through various social media. Ford has taken a HUGE risk here since they will have no control over what the recipients post (for 6 months). Social media being soaked in so much and so fast, one of the biggest brands in the world faces a danger of becoming a social pariah. Moreover, the Fiesta as a model is well-accepted and well-entrenched in people's minds.

For 6 months, having no control over what consumers write about you and that being your only contact with your audience - is it stupidity? No, I don't think so. With GM facing inevitable bankruptcy, Toyota making its 1st quarterly loss in years and Ford itself in danger of becoming irrelevant in its own bastion, the US, this experiment could provide a fresh lease of life and build a connect with the youth. With people, who do not even consider the car or the brand. And, no car company is a clear favourite among the twenty-something-just-started-working population. PLUS, you build the brand globally. Social media knows no geographical scope and is the cheapest and most endearing form of communication. The step by Ford is extending to digital marketing by making the consumers the advertisers. Creatives, choice of media vehicle - everything is now upto the consumer... Empowerment at the greatest.

Seeding, as you can call this phenomenon, has been around for a while. Gadget companies do it with bloggers, FMCG companies or service providers have done it with opinion leaders in the past. And these days, it is these tech-savvy no-nonsense demographic that is the clear opinion leader, and globally influencing too.

The flip-side though is when the car itself is not that great. As the article points out, Chevy has suffered in the past. But I do not think Ford would have embarked on this journey if it wasn't sure of a winner. I also feel the responsibility given to the consumer will make sure no frivolity seeps into the whole idea.

So get ready to see videos, pictures, blogs, tweets and status updates about the new Ford Fiesta soon. It sure is a bold step and will open up newer frontiers and avenues. Kudos to Ford!

Tuesday, April 07, 2009

The Linea


I am sure most guys love cars... Like a normal guy, was hoping to have a decent choice buying my next car. With a limited budget, always thought that Suzuki Swift would be the only option. And then, the Fiat Linea was launched.

Have always loved the Fiat Palio from day one. But its after-sales service, build quality, mileage etc. were issues which didn't make for intelligent buying. But I was in love with Fiat cars for sure. When the Linea was launched, the words for me were sexy, stunning, amazing, beautiful and WOW!
Moreover after seeing every publication, car enthusiast, critic, TV show going ga-ga and proving that finally Fiat had got it right, I am just tempted every day by the thought of buying one. Its over-budget for me for sure, but then the answer to that is wait for the 'Grande Punto' which will be competing with the likes of the Swift and the Fabia. It can't be bad at all after the Linea. Also, it just doesn't help that my neighbour has a shiny black Linea outside my door and I pass it every day :(

And the punchline - "Admiration Guaranteed..." is bang-on. Look at this video and I guarantee you'll fall in love with the car. The video is aptly titled "Fiat Linea fascination" ;)
Go droool...




More on the Linea at what it can make you do. Look at the ad below:

Fresh Ho Jaao

Am in love with this ad... Somehow all of Limca's and Liril's ads have stuck with the freshness theme but they do manage to get creative...

This ad also has a 2 min song (and video). Its simple, yet have to say FRESH :)
Something to do with the tune, the lyrics, the treatment... can't say. But the overall effect I get is refreshing.

The lyrics are also quite meaningful... exhorting you to break the rut in your life and break out once in a while...
“Fuhaarein, bochharein, nazaaare chura lo na, kuch boondein chura lo na; Thaki si zindagi se, ruki si zindagi se, kuch lamhe chura lo na…;
Kuch yaddein, aur sapne, apne chura lo na; Ruki si zindagi se, thaki si zindagi se, raftaarein chura lo na…”



Monday, April 06, 2009

Nails in the fence...

A forward I keep forgetting to implement in my life...


NAILS IN THE FENCE

There once was a little boy who had a bad temper. His Father gave him a bag of nails and told him that every time he lost his temper, he must hammer a nail into the back of the fence.

The first day the boy had driven 37 nails into the fence. Over the next few weeks, as he learned to control his anger, the number of nails hammered daily gradually dwindled down. He discovered it was easier to hold his temper than to drive those nails into the fence. Finally the day came when the boy didn't lose his temper at all. He told his father about it and the father suggested that the boy now pull out one nail for each day that he was able to hold his temper.

The days passed and the young boy was finally able to tell his father that all the nails were gone. The father took his son by the hand and led him to the fence. He said, 'You have done well, my son, but look at the holes in the fence. The fence will never be the same.

When you say things in anger, they leave a scar just like this one. You can put a knife in a man and draw it out. But It won't matter how many times you say I'm sorry, the wound will still be there. A verbal wound is as bad as a physical one.