Henry Ford & Son

Independent Motor Traders (IMTs) are critical to the success of Ford in the spare parts market.  It was vital that this group recognised the value of using genuine Ford parts. We conducted on-the-ground research into their working environment to allow us develop a promotional idea that would stop them in their tracks. 

Using the insights we gained, we developed the ‘Go for a spin in Las Vegas’ loyalty campaign. We put the IMTs at the centre of the campaign, letting them see themselves as valued Ford partners. The results were unprecedented: Entries to the competition increased by 200% over the previous year’s campaign and sales of Ford spare parts increased significantly.