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REACTIVE MEDIA
Working in partnership with FOW
Fords of Winsford Case Study
Fords of Winsford Case Study
"you'll get the right car at the right price...."

Developing a new sonic brand

Fords of Winsford is regarded as one of the most active radio advertisers in the North West, with regular campaigns on 14 radio stations. This considerable investment means that they are reaching more than 2.5 million listeners each week.

Historically, the Fords of Winsford radio creative featured the voices of Tom Baker and later, Fred Talbot. The series of commercials were generally well-received by the audiences - and were effective in helping to maintain awareness of the Fords of Winsford brand. However, it was felt that there was an opportunity to utilise radio more effectively, by developing campaigns which were more customer focused and targeted; creating excitement and interest - and campaigns that provided a call to action.

Our brief was therefore to develop a new “sonic brand” for the company – to create a new style of radio commercial which would sound big and friendly; approachable and exciting– in other words, a sonic which would truly reflect the Fords of Winsford experience.

Drawing from our understanding of radio, we knew that something special would need to be created. An “off the shelf” jingle would not suffice or do justice. We therefore commissioned a bespoke composition. The bright and brassy “You’ll get the Right Car at the Right Price” jingle, written and performed by Elio Pace - with an 18 piece band was the result.

This unique composition features a catchy and memorable soundtrack that has since become synonymous with the Fords of Winsford Brand.

The sonic branding is further emphasised by the voices of Paul Smith & Ian James.

Elio Pace

Elio is an internationally-acclaimed singer and songwriter who has worked with some of the best including Albert Lee, Shirley Bassey and Huey Lewis. In recent times he's recognised through his work with Sir Terry Wogan on "Weekend Wogan" (BBC Radio 2) as musical director and performer. The jingle created for Fords of Winsford is an adaptation of his song "Thinkin'", the original version available on his album "A Seat At My Table".

Find out more about Elio at his website www.eliopace.com

We are proud to say that the Fords of Winsford radio commercials are amongst the most successful you will hear on the radio today. We can qualify this in a number of ways:

Regular exit polls are carried out onsite – and research conducted by RAB (Radio Advertising Bureau) confirm that the radio creative is provining to be extremely effective.

In addition, in-depth audience research has been carried out by RAB on two occasions. The creative has continued to score extremely highly in terms of audience likeability with favourable feedback scores above the national average.

It is also worth mentioning that the jingle has great recall; many customers are heard singing the jingle when they are onsite!
Reactive Media work closely with Fords of Winsford on a number of projects:

• Radio Commercial Creative and Support
• Showroom Radio
• Video Production Services
• Stills Photography

Visit the fords of Winsford site at www.fow.co.uk