Ford Protect and its predecessor Ford ESP have been in existence since the 1970s and is an integral and profitable part of the retail automotive environment. As such, competition is fierce. As the OEM offering, Ford Protect needs to take a leadership role and remind dealers that it is the right choice for their business and their customers. When customers purchase an extended service plan from a Ford dealer, they often assume it’s a Ford-backed plan and are often disappointed to discover it isn’t. The goal is that by creating a B2C campaign that directs consumers to ask for Ford Protect by name and B2B campaign reminding dealers that doing the right thing pays off in an engaging way, we can remove the cultural hurdles that have existed for so long.