Ford Customer Service Division: Owner Advantage Communication (OAC) Welcome Package

Ford hoped to enhance loyalty among customers purchasing a new vehicle. It began by sending a thank you in the form of a welcome guide two weeks after purchase.

Ford Customer Service Division: Owner Advantage Communication (OAC) Welcome Package

Ogilvy Team Detroit


Category: AutomotiveCountry where program ran: USADate program started/ended: Launched July 2007. Fulfillment is ongoing/daily.

Product Description: The Owner Advantage Welcome Package is a Ford Motor Company direct mail program designed to thank owners for their new vehicle purchase, drive owner site registration, reinforce the ownership benefits that Ford (and dealers) have to offer, and initiate a long-term loyal relationship between owners and Ford Motor Company brands.

Advertiser/Client Name: Ford Customer Service DivisionMedia Channels: Direct Mail


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands