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MADRID, Spain – Last February, Ford of Spain launched an innovative campaign to promote "friendship" among Spaniards and its success attracted thousands of "old friends" of Ford of Spain's president, José Manuel Machado, to the Company's showrooms. And as a result, Ford of Spain was recently presented with the Bronze Advertising Effectiveness Award by the Spanish Association of Advertisers.
Every year, a special jury made up of advertising professionals honours the most effective creative advertising and marketing work with the presentation of Gold, Silver and Bronze Effectiveness Awards. Each piece of work is judged on its proven record of results, creativity and strategy.
Ford of Spain's campaign encouraged any Spaniard claiming to be an "old friend" of Machado to go to the showrooms putting forward the claim that "the president sent me" in order to be eligible for a special discount. As a result, the number of customers visiting Ford dealerships doubled to 1,000 a day and boosted sales in the process.
The protagonist of the campaign, Machado himself, commented: "In view of the negative economic environment, we wanted to provide positive and innovative solutions."
He added: The offer had a well-defined time frame, was easy to communicate and understand and used humour to reach our clients."