The campaign for car sensitivity

Rule of thumb: Don't go to the dealer to repair your car. No brainer.

So Ford engaged Mindshare in Denmark and struck gold by creating the Paul and "Car Sensitive" campaign, embracing the fact that people have a warm and fuzzy experience taking their car to the dealer for service or repairs.

There's two groups here they speak to: Those just not willing to shell out extra money to take their car to the dealer and those who don't believe anyone can take care of their car as well as they can. The campaign speaks to the second group by creating a a made up neurosis to get people to change their belief. But then they take it one step further by partnering with Pricematch - a service that guarantees competitive, if not the same prices that you'd find at another shop. Genius. The tagline, "who's better at taking care of Paul's car than the people who actually made the car?"

I love that they plugged the spot during a radio program where callers shared their quirky car stories, paranoia and neuroses. But the best thing about it is it addressed, head-on a perceived negative aspect of the customer experience and turned it on its head!