Ford iKool

Ford drives interest in new iKool model with mobile

Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures and distributes automobiles in 200 markets across six continents. Ford is implementing an aggressive growth strategy in India, offering a robust portfolio of cars including the Ford Ikon and Ford Fusion.

The challenge – Drive brand awareness and consumer engagement

As part of its growth strategy in India, Ford introduced its new Ford Ikon Music Edition model called the “iKool.”

Targeted to the youth market, Ford promoted the iKool as “Fuelled by music. Driven by passion,” specifically highlighting its MP3 player and high wattage speakers. Ford needed to find an effective way to inform and engage young car enthusiasts across the country.

The solution – Mobile ad campaign to drive users to the iKool WAP site

Ford worked with MindShare to design and implement the advertising strategy for the iKool. The MindShare Mobile Team contacted Nokia to advertise on Airtel Live!, the WAP site of the largest mobile operator in India, and one of the flagship properties on the Nokia Media Network. iKool banner ads were served across the Airtel Live! site.

Consumers clicking on the banner ads were brought to a content-rich WAP site created by MindShare Interaction, where they could download cool games, wallpapers, tones and more.

The solution – CTRs averaging 8.58%

The Ford iKool campaign received an average click-through rate of 8.58%. Banner ads running on content pages including “Services for You” and “News & Sports” achieved click-through rates up to 14%.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.