DraftFcb

Automotive (124)

Old car, new smell

Old car, new smell

Ford Spain has bottled the ‘smell of new car’ for a market that desperately craves it: buyers of second hand vehicles who miss out on a crucial part of the new car experience. Ford sprays the scent into all their used vehicles promising that their cars will feel just like new.

Why it matters

With fewer people able to afford new cars and lower enthusiasm about used ones, Ford turned to instinctual marketing (scent is one of the strongest) to give people something they already resigned themselves to not having. More importantly, they’ve taken an emotion – the thrill of new car smell – and branded it. How can we better unlock those deep, embedded memories and brand them with more subtle appeals to the human mind?

Automotive
Experience
United States
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

Size matters

To launch the new Volkswagen Up in France, JC Decaux and the V agency created a display event. They installed a real car on a wall, next to a 10-meter high ruler. The aim was obviously to highlight the small size of the vehicle.

Automotive
France
Connectivity
Significance
 
Nice wheels, comrade

An automotive plant in Nizhniy Novgorod, Russia, is breathing life back into old cars . Old Soviet models are equipped with modern Toyota engines, automatic transmissions and other modern technology.  It’s a move which has grown from expensive, one-off  pieces to a trendy movement, popular with the Russian middle-class. 

Automotive
Escape
Experience
Russia