Campaign details
Brand: Ford Ranger MalaysiaBrand owner: Ford RangerAgencies: ensemble worldwide, InitiativeMarket: MalaysiaIndustries: Vans, Trucks, RVsMedia channels: Online video, Virtual & augmented realityBudget: Up to 500k
Executive summary
Interest in Ford Rangers was at an all-time high for people visiting showrooms, but it wasn't translating into bookings. The walk-in-to-booking conversion rate of Ford Rangers was 40%, compared to the average 75% for Ford vehicles.
It seems that while pick-up trucks are purchased as the primary car for dads, they still need to double up as a family...