As part of one of its greatest releases this year, Ford had great expectations regarding the CRM and POP actions for the next generation of the EcoSport. Since the product was already a sales success, the strategy called for a different action that would cause great impact.

The first step was to develop an exclusive scent that would represent the model and could be detected at several consumer contact points. We created a parallel world, the EcoSport world. The segmented three-dimensional direct mailings contained a pouch with the scent and the point of sales was fitted with a lounge with whimsical items that ‘came from the EcoSport world’. For the differentiated action we took the car lounge to malls around the country, introducing the ‘scent of new’, using the same strategy as perfume shops when releasing a new fragrance. The call to action led the consumer to the nearest dealership.

The action in the shopping centres generated leads for the brand: out of every 5 consumers who approached the product, 1 took a tester with the scent. Through the reported sales and test drives we also noticed that traffic in the dealership increased significantly during that week.