Campaign details
Brand: Ford RangerLead Agency: Mindshare VietnamRegion: APAC
Strategy
Objective
Vietnam's automotive industry has grown significantly in recent years thanks to the country's fast-growing middle class.
As the COVID-19 pandemic disrupted business as usual and threw the economic outlook into uncertainty, the automotive industry was under fire. Vietnam underwent social distancing, extended school closures and travel restrictions which, on top of the larger worry about financial security, put the high value purchase of a new car on pause.
According to a report from the Vietnam Automobile Manufacturers Association (VAMA), sales were down -36% YOY...