Ford Selección, a used car company in Spain, has introduced “Olor a Nuevo” (Smells New) a new fragrance creating the excitement associated with a new car. 2500 bottles were manufactured and sent out to Selección outlets, along with printed material, stickers and tags with the message, “Olor a nuevo incluido” (Including New Smell). The fragrance was used in print ads and posters distributed on public transport.
Click on the image below to play the Smells New Case Study video in YouTube (HD)
The Used Cars Smell New campaign was developed at Bassat Ogilvy, Madrid, by creative director Alvar Suñol, art director Alberto Espeja, copywriter Gonzalo Urbez, and print producer Pedro Pozo.