Ford Seleccion is the brand of used cars from Ford in Spain. Bassat Ogilvy Madrid, the agency responsible for marketing the cars was given the task of bringing the excitement of a new car to the old ones.
So the team set out to bring the ‘smell of a new car’ to those who chose to buy a used one. After all, you might be willing to sacrifice the new car itself, if the old one at least smelled like a new one. 😉
Once the smell of the new car was identified, it was taken and bottled into fragrance samplers called ‘Olor a Nuevo,’ which means ‘Smell of New’. With this fragrance the line of old cars that smelled exactly like the new ones was created and successfully advertised through print and outdoor ads.