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.

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