9:08 am, March 4, 2014
FORD has used the social networking website Facebook to sell 500 limited-edition EcoSport cars.
The Blue Oval connected with its audience by placing striking photo ads on news feeds, both desktop and mobile.
And the move paid off, as by the end of the campaign all 500 Limited Edition EcoSport models were sold at dealers in 11 countries, including Portugal, Belgium, France and the UK.
The eye-catching ads linked through to a unique web page allowing people to discover more about the car, customise their own model and finally claim a voucher to buy their vehicle at their local dealer.
Steve Adams, head of UK automotive at Facebook, said: ‘Ford’s products are known for their innovative features and design, so it was only right that it sought an innovative and unique way in which to sell the first 500 EcoSport models across Europe.
‘Generating this level of mass awareness, while cutting through to reach in-market shoppers, is a challenge for all automotive brands, so for Ford to be bold and produce such stellar results is very exciting.’
Roelant de Waard, vice-president for marketing, sales and service, Ford of Europe, said that because EcoSport appealed to a younger, more connected generation, ‘it was fitting we offered the EcoSport Limited Edition for sale through Facebook’.
