Ford Australia: Rendezvous
Wunderman
ENTRY INFORMATION
Category: AutomotiveCountry where program ran: AustraliaDate program started/ended: November 2007 to ongoing
Product Description: The Ford Australia range of vehicles.
Advertiser/Client Name: Ford AustraliaMedia Channels: DirectMailOther
STRATEGY
Marketplace Challenge:
Whatever your lifestyle or needs, Ford have a vehicle for you.
Problem is, there's a perception in the marketplace that the brand is a bit boring and they only make large cars.
In addition, Ford had tended to speak to prospects only when they had a new car to sell rather than when they were...