FORD: SMELLS NEW by Bassat Ogilvy & Mather Madrid for Ford

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FORD: SMELLS NEW

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Industry Cars
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Art Director Alberto Espeja
Copywriter Gonzalo Urbez
Released April 2012

Credits & Description

Category: Titanium and Integrated
Advertiser: FORD SPAIN
Product/Service: FORD USED CARS
Agency: OGILVY SPAIN
General Creative Director: Alvar Suñol (Ogilvy Spain)
Copywriter: Gonzalo Urbez (Ogilvy Spain)
Art Director: Alberto Espeja (Ogilvy Spain)
Account Director: Paloma Diaz (Ogilvy Spain)
Account Executive: Marina Infante (Ogilvy Spain)
Media placement: Point of Sale (Dealers) - Madrid Ford Dealers - 20.03.2012
Media placement: Press - ABC, El Mundo newspapers - 22.03.2012
Media placement: Motor magazines - Motor16, Autopista - 22.03.2012
Media placement: Radio - RN1, ONDA CERO, KISS FM - 5.04.2012
Media placement: Bus - Madrid city buses - 8.04.2012

Describe the campaign/entry
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.

Describe how the campaign/entry was launched across each channel in the order of 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.

Give some idea of how successful this campaign/entry was with both client and consumer
In the recessive Spanish market, visits increased considerably to dealers and what's most important, sales increased.