Ford Service

Project Overview

Ford Service was a dual-audience CRM and loyalty programme designed to protect and grow Ford’s aftersales business across the entire service ecosystem. The work addressed two distinct but connected challenges: influencing independent garages to choose genuine Ford parts, while simultaneously encouraging Ford vehicle owners to return to authorised Ford dealers for servicing.

Both streams required clear differentiation, tailored incentives, and brand-consistent communication — all under a single strategic framework.

Objective

The programme had two core objectives:

1. Independent Garages
   Encourage independent repairers to purchase and use genuine Ford parts for all Ford vehicle repairs, supported by incentivised loyalty communications and rewards.

2. Ford Vehicle Owners
   Reinforce the value of authorised Ford servicing — expertise, safety, warranty protection, and genuine parts — to drive increased service retention within the dealer network.

In both cases, the goal was behaviour change without undermining trust or brand credibility.

Scope of Work

Our role spanned strategy, creative development and delivery across both audiences, including:

• CRM and Loyalty Strategy for trade and consumer audiences
  
  

• Incentivised Direct Marketing programmes for independent garages
  
  

• Consumer-facing service and retention campaigns
  
  

• Segmented messaging based on audience type and behaviour
  
  

• Direct mail, Digital, and Integrated Communications
  
  

• Creative aligned to Ford’s global brand guidelines
  
  

• Ongoing optimisation across campaign cycles

  
  The challenge was managing two very different mindsets with a single, coherent brand voice.