• Ford Thailand kicks-off nationwide experiential pre-launch campaign for the all-new EcoSport, ‘EcoSport Urban Discoveries’
• Consumers can join on www.ecosportdiscoveriesthailand.com by recommending unique spots in their city, all for a chance to drive home an all-new EcoSport
• Created for the urban world, the all-new Ford EcoSport is a combination between an SUV and sedan that establishes a new ‘Urban SUV’ segment in Thailand
• All-new EcoSport offers a high driving position, superior water-wading capability and an array of smart features such as the Ford SYNC® connectivity system and highlight features such as a sunroof, making it the perfect vehicle for city driving and out-of-town exploring
On 30th October Ford Thailand announced the rollout of a nationwide experiential pre-launch campaign – ‘EcoSport Urban Discoveries’ – in anticipation of the availability of its all-new EcoSport urban SUV. The campaign will officially kick-off on 15 November.
The 360-degree integrated marketing and communications campaign will be hosted online at www.ecosportdiscoveriesthailand.com and will give consumers throughout Thailand a unique opportunity to become part of the local market launch of the all-new Ford EcoSport.
Consumers will be asked to recommend hidden gems in their cities, after which the five participants and their friends will be paired with campaign ambassadors who will help showcase their urban discoveries – all for a chance to win the all-new Ford EcoSport.
“Ford has carried out a series of extremely successful, consumer-driven pre-launch programs over the past several years in Thailand. We believe that real people and their real experiences bring out the best in our products,” said Thanabodee Kulthol, marketing director, Ford Thailand
“We are confident the ‘EcoSport Urban Discoveries’ campaign will do the same, as we go further to engage customers and educate them about our upcoming product.”
How to Join
From 15 November to 23 December, consumers will be asked to send in their recommendations of places in their cities that are unique and that others should ‘discover.’ They can upload these locations and their descriptions onto the campaign website – and share with families, friends and social communities.
These ‘urban discoveries’ will then be evaluated by a neutral Ford jury. The top five entrants from five different cities will be chosen to move onto the next round, where they will be paired with campaing ambassadors to help showcase their location.
The five campaign ambassadors each who were chosen for their passion for discovering cool spots in their cities, are actress and model Manasnan ‘Donut’ Panlertwongskul, singer and actor Ronnadet ‘Naam’ Wongsaroj, DJ and actress Sakuntala ‘Tonhom’ Thianphairot, DJ and MC Wichean ‘Petjah’ Gusonmanomai, and singer/songwriter Arom ‘Cutto’ Phoharnrattanakul.
The five consumer-campaing ambassador pairs will then capture their real experiences visiting the Urban Discoveries locations in the all-new EcoSport and post the videos onto the campaign website. Out of the five participants, the one that receives the highest cumulative score (a combination of views, shares and followers) during the period of 7 Jan to 24 Feb will be deemed the winner. This winning participant will take home the grand prize – an all-new Ford EcoSport.
Others won’t go home empty handed either – runners up will receive package tour, valued at a maximum of THB100,000 and consumers who participate in the campaign by following or sharing content via their social media sites, will also have the chance to win 20 Samsung Galaxy S4 smartphones.
“With EcoSport Urban Discoveries, we will showcase the outstanding features of the vehicle while putting a spotlight on the fascinating locations in our own backyards. It’s one more way for Ford to engage its customers as we expand our business in Thailand with best-in-class vehicles,” said Thanabodee.
An SUV for the City
Based on Ford’s global B-segment platform, the Ford EcoSport is an aspirational alternative to the compact car, spacious for five adults and their gear. The SUV’s blend of versatility and smart connectivity will attract a target of independent lifestyle customers who not only live life to the fullest, but also love exploring the world at large. Its high driving position, rugged capability, superior fuel economy and convenient features, including sunroof, all make it just the right vehicle for both city streets and mountain roads.
The well-rounded EcoSport is also just as comfortable wading through 550 mm of water as it is keeping the driver entertained, with hands-free phone calls and music selection with the Ford SYNC® in-car connectivity system.
Full of innovative features, the Ford EcoSport makes life easier for customers. Drivers no longer need their keys ready either to unlock the SUV or to start its engine, particularly useful when in a hurry or carrying heavy loads. They can just leave the key in a pocket or bag thanks to Smart Keyless Entry, which unlocks the door automatically as the driver presses a button on the door handle. Once inside, a press of the race car-inspired Ford Power Start button gets the engine going.
To take the stress out of driving, the EcoSport comes with an array of driver-assist systems. Rear parking sensors keep customers from backing into obstacles they cannot see. Hill Launch Assist ensures they can make a perfect hill start whether it’s an uphill or downhill slope, by holding the SUV for up to three seconds while the driver’s foot moves from the brake to the accelerator pedal.
The Ford EcoSport will launch with the global 1.5-litre four-cylinder Ti-VCT, which delivers 110 PS of power and peak torque of 142 Nm, along with fuel-efficient six-speed Ford PowerShift automatic transmission.
Designed to meet all of the needs of the urbanista lifestyle, the all-new EcoSport combines durability and comfort to perform both on city streets and mountain roads. The EcoSport blends the agility and fuel efficiency of a sedan with the capability of an SUV, creating a new, ‘Urban SUV’ segment. As Thailand’s first ever Urban SUV, the all-new EcoSport is an ideal match for consumers looking for an affordable SUV.
For more information and campaign criteria, please visit: www.ecosportdiscoveriesthailand.com