Ford Parts & Service: Avocado

This case study describes how Ford promoted its car dealership repairs centres in Canada by encouraging people to be wary of 'unknown' parts provided by non-branded centres.

Ford Parts & Service: Avocado

Agency: Y&R TorontoAdvertiser: Ford CanadaBrand: Ford Parts & ServiceCountry: Canada

Objectives

WHY GO TO THE DEALERSHIP?

When Ford drivers need light repair and maintenance, they have two choices: they can take their Ford to the dealership for repair, or they can go to a generic garage (local or national chain). Dealerships are often perceived to be the more expensive option (some people call them 'stealerships'), and people don't see the difference between what Ford offers and what the 'no name' garage down the street offers. In truth, Ford's...

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