Ford Reunion

Ford cars or vans that are four years and older are typically taken for servicing to local non-Ford garages in the belief that they are less expensive. We wanted to change that behavior.

We created ‘The Ford Reunion’, a fully integrated campaign to entice people back to their local Ford Dealership and sustain a continuous relationship during a four-week period.

Owners were targeted through radio, direct mail and social media. Each channel drove people to the campaign microsite. Here they could register for the event and participate in Reunion-themed fun and games that could be shared on social media.

1,224

Online service bookings during a four-week period.

400%

Increase on the previous year.

3

Seasons. Due to the success, the campaign was extended to 3 seasons (Winter, Summer and Autumn).