Campaign details
Agency: GTBAdvertiser: Ford Motor CompanyCategory: ROI
Executive Summary
This is a story of brains trumping 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 less innovative choice. Aussie ute drivers began to believe that Ranger was 'Tough done smart' and voted for Ranger's brains with their wallets.
Total Campaign Expenditure:
What was the strategic communications challenge?
They say if your dreams don't scare you they are not big enough.
This slower growth rate put...