Source: Adweek
Some 43 percent of car owners in Denmark don’t allow food in their cars. Another 33 percent fear leaving their cars in a parking lot. And a full 30 percent don’t believe others can take care of their cars as well as they can.
This behavior isn’t particular to the Danish; you probably know someone like that. With help from Mindshare Denmark, who last gave us Dove’s “Image_Hack” campaign, Ford took insights like this to get people to visit its authorized Ford Motorcraft repair shops, which, unsurprisingly, people consider unreasonably pricey.
Thus, Car Sensitivity was born—a condition where people who seek to avoid repair shops become insanely paranoid about anything, from food stains to rainwater, corrupting the pristine condition of their Fords.
The poster child for this neurosis is Paul, who double-parks and avoids picking his mud-caked children up from soccer practice.
https://vimeo.com/218262024
In addition to promoting Ford Motorcraft locations, “Car Sensitive” is also a quiet pitch for Pricematch, a Motorcraft service that guarantees the same price as unauthorized repair shops.
The ad appeared on social networks, supported by therapy-style radio spots, a “Car Sensitivity” survey, a special section on the Ford online store, memes and PR, as well as a radio program where people could talk about their weird car issues. See a fine spread of all that in the case study below:
https://vimeo.com/224237002
