Marketing Brief

Television had been used by Jefferson Ford previously but more recent campaigns had not been as effective. A new Falcon had been launched earlier without the expected sales. The dealership needed a successful campaign to end the year on.

Design Challenge

To co-ordinate a braod spectrum media-wide campaign featuring just two products.

Solution

The creative approach taken was a dual promotion of the specific products on offer and a rebranding of the Jefferson Ford dealership. It was felt that some differentiation was
needed to distinguish not only from competitors, but also from the previous Jefferson Ford image.

An elevation of status to “Super Hero” was decided upon. This meant offering services and deals above and beyond the already high standards achieved.

Press, website, Radio and Television were all used to promote different aspects of what became a “Super Hero Sale” - offering a dealer who looked after customers in a much more inclusive way than the competition.

The different media were aired at different times - starting with press ads, then moving on to a combination of radio ads driving customers to the website - finishing with a television campaign promoting both web address and phone number.

Media Utilised
Newspaper Advertising
Radio
Television
Website