Lima Bakkana (Bakkana File)
Ford
Issue 10 | March 2009
Agency
Wunderman Portugal
Creative Team
Miguel Paté – Creative Director; Rui Domingos – Art Director; Bruno Barreto – Copywriter
Production Team
Miguel Figueiredo - Production Manager
Other Credits
Renata Schermann – Account Director; Mafalda Silva – Account Manager
Date
June 2008
Background
There are many manufacturers of spare parts for cars other than the auto-makers themselves. These are perceived as being just as good as original Ford parts but a lot cheaper. Ford wanted to remind repair shops that original parts are the safest.
Idea
It’s logical: even though other parts do the job, no one knows Ford as well as Ford itself. Their parts fit perfectly whereas other parts may need a bit of re-shaping. So, having the repair shop’s best interests at heart, Ford sent them a file with instructions on how to use it to get the best out of non-original parts. No results could be guaranteed, though. For guarantees, the repair shop had to use Ford.
Results
82% of Auto-repair shops contacted bought Original Ford Parts.
Our Thoughts
So many mailshots send the recipient an item or an object that is completely and utterly useless. It goes straight in the bin. But a file, now that’s always useful. So there’s a good chance the recipient will keep it and every time he uses it he’ll be reminded of Ford and the need for original parts. I know one or two cheapskate clients who, in the interests of economy, might have suggested sending sandpaper. But that wouldn’t have been the same thing at all.