Titanium > Titanium and Integrated
SMELL NEW
BASSAT OGILVY, Madrid / FORD / 2012
Overview
Credits
Overview
CampaignDescription
Ford’s used cars are vehicles which, after a thorough service, carry a warranty and finance. But we wanted to make them even better, and to bring the user experience closer to that of buying a new car.
So we made these vehicles even smell new, an action that became not only an ad, but a reality: They really do smell new.Ford Selection, used vehicles: All our cars are serviced, guaranteed, and smell new.
Effectiveness
In the recessive Spanish market, visits increased considerably to dealers and what's most important, sales increased.
Implementation
This campaign began in Ford dealers of Spain. After this, different supports were implemented in press, radio and special media.Basically, what it created was the special scent of 'new' for the Ford car.
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