1. How Far Would You Go? Henry Ford & Sons Agency: DMA anpost.ie/mailmedia

2. How Far Would You Go? The Challenge The market for spare car parts is extremely competitive. Parts Managers often opt for ‘cheaper’ parts, rather than those of genuine manufacturers. The target group for this campaign were not aware that Ford parts were at least as inexpensive as non-brand suppliers. The challenge was to fully exploit this disparity.

3. How Far Would You Go? The Target Market Parts Managers throughout Ireland, predominately male.

4. How Far Would You Go? The Thinking A loyalty campaign to boost ongoing sales was created. The virtually universal appeal of football among the male target group was used to grab attention and interest, supported with an incredible incentive to win tickets to the UEFA Champions League final.

5. How Far Would You Go? The Mailing The mailing was executed with a humour depiction of a mechanic going to the extremes to gain access to the game, with the creative premise ‘How far would you go?’ The mailing contained a personalised letter explaining the promotion, a free competition voucher to get you on your way, and a wall calendar for a permanent presence in the workshop.

7. How Far Would You Go? The Results The campaign exceeded all sales targets, helping Ford Ireland outperform all other Ford markets in Europe on a percentage group basis.

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