The iconic car company turns an overlooked consumer need into a successful campaign to promote their own line of used cars.
Getting a brand-new car always comes with the satisfaction of enjoying its crisp aroma, but buyers of second-hand cars do not share the same enjoyment as they often have to settle for neutral scents at best and musty smells at worst. To this end, Ford Spain, in partnership with Bassat Ogilvy Madrid, created “Olor a Nuevo” (literally, Smells New), an insight-driven campaign built around an aromatic “scent” of a new car that can be smelled exclusively on Ford Spain’s Selección line of used cars.
Driving home the promise of having “the only used cars that smell new,” Ford and Ogilvy Madrid took the Olor a Nuevo Campaign into the real world and used ambient advertising to spread the smell on public transportation. Ford Spain also featured radio commercials using actual phone calls of used cars sales people, all of whom responded in the negative when asked if the cars they sold would smell new.
Check out the interesting olfactory campaign in the video below:
Image by Marketing Directo