Ford: Tough is not enough
Blue Hive AustraliaFord Motor Company of Australia
Executive summary
This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in 'depositioning' the well established HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie ute drivers began to believe that 'tough was no longer enough' and voted for Ranger's smarts with their wallets. Helping the Ranger deliver record volume and market share growth and an impressive ROI of 290%
Total Campaign Expenditure
$6.8 million