Ford MY plays guessing games with consumers amidst MCO

Sime Darby Auto Connexion (SDAC) Ford is making fans play the guessing game in its latest social campaign encouraging Malaysians to "Stay Home, Stay Occupied". The social campaign builds on the #StayAtHome profile photo of a Ford Ranger covered with canvas, which was initially posted on 26 March, shortly after the Movement Control Order (MCO) was implemented.

The series of Facebook posts starts out with a sports water bottle on a car, with items such as a paint can, broom, hula hoop, toolbox and plant added every other day. The items are meant to tease fans to guess its meaning or usage. Additionally, special days such as the start of Ramadan, World Earth Day, May the 4th, and Mother's Day have items embedded to mark its significance to encourage fans of Ford to revisit the page to view new additions to the scene.

The social campaign was done in conjunction with Reprise Digital and will run until the Conditional Movement Control Order (MCO) is lifted. Reprise's ECD Kevin Le said with the news of the extension, the team saw an opportunity to add to the narrative by bringing in everyday objects inspired by the fact that more people are doing home improvements.

"The aim is to populate the car with reminders for keeping busy. We want to spark the inner Ranger to dust off their power tools, dig out DIY manuals and get busy while staying home," he said.

Le added that engagement has been positive, with plenty of organic conversation being generated. "It's fun to mark important days, and see how far we go with the trimmings to the car. Of course, we also can’t wait to throw the covers back, and jump happily into our Ford again," he added. A quick check by A+M found that consumers have been sharing the posts and liking them on Facebook.

Just yesterday, Malaysian Prime Minister Muhyiddin Yassin announced the extension of the CMCO until 9 June, as it continues to take precautions to contain the pandemic. The lockdown was initially expected to be lifted on 12 May. Last week, businesses in Kuala Lumpur reopened under the CMCO, with other states such as Kedah and Kelantan also implementing the CMCO shortly after, media reports said.

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