Brief
Ford wanted to increase service bookings for customers with older vehicles and required us to devise a campaign that would attract them back to the dealerships.
Solution
Leading a team of creatives, we came up with idea of a campaign in the style of a ‘class reunion’. The work included radio, direct mail and social media material, together with a 30 second commercial. As the client had a restricted budget, I storyboarded, directed, filmed and edited the entire commercial with assistance from another creative in the team. I also commissioned the actors, stylist, and arranged film equipment hire. The client was present on the day of shooting and was extremely impressed with the final result and the dramatic cost saving.
The campaign achieved an increase in service bookings of 400% while the online video achieved a click-through rate of 16.4%.
