Ford Dealers: "OFFER IN AN OFFER" Promo / PR Ad by Ogilvy & Mather

Category: Cars & Automotive Services
Advertiser: FORD-WERKE
Product/Service: FORD DEALERS
Agency: OGILVY & MATHER
Date of First Appearance: Jan 28 2010 12:00AM
Entrant Company: OGILVY & MATHER, Düsseldorf, GERMANY
Executive Creative Director: Rob Bruenig (Ogilvy/Mather)
Creative Direction: Adrian Butnariu (Ogilvy/Mather)
Creative Direction: Markus Bredenbals (Ogilvy/Mather)
Art Direction: Simon Goebel (Ogilvy/Mather)
Account Manager: Claudine Bosshammer (Ogilvy/Mather)
Media placement: Online Ad - Website (Automotive) - 28.01.2010

Describe the objective of the promotion.
The german Ford dealers have to face an increasing competition among car service stations. Their products and services are often regarded as too expensive. But in fact the offers are remarkably good. We were asked to develop communiction measures that focus on this fact.

Describe how the promotion developed from concept to implementation
We developed a secret weapon for all Ford dealers: hijacking the pictures of their own car offers on the internet. For this we provided the ford dealers with special advertising templates which promote 20 different products and services. These advertising flyers are then placed randomly in the cars that are photographed for uploading to the popular internet sales platforms.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Ford dealers who implemented the idea received a lot of positive feedback. The advertising flyers became a sales conversation topic on a regular basis and this meant the dealers could not only convert the clients to the car, but also to the car dealership.

Explain why the method of promotion was most relevant to the product or service
The good offers of the Ford service found a new platform to compete against national discount service stations. Furthermore, we discovered new advertising space that doesn’t cost a penny more – in a most relevant competitive environment.