Campaign details
Agency: GTB AustraliaAdvertiser: Ford Motor CompanyCategory: Long term effects
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. Consequently, the Ford Ranger tripled its baseline sales growth
Total Campaign Expenditure:
What was the strategic communications challenge?
They say if your dreams don't...