Ranger: Live the Ranger life

Kirsty Toomer, Trang Le, Ngoc Tran, Ai LeKim

Auto manufacturer Ford grew sales of its Ford Ranger pick-up truck in Vietnam with a multichannel strategy driven by audience segmentation and an AI-powered algorithm.

Campaign details

Brand: RangerBrand owner: FordLead agencies: Mindshare VietnamContributing agencies: BBDO Vietnam, GTBMarket: VietnamSector: Vans, Trucks, RVsMedia channels: Mobile & apps, Online video, Programmatic display, Radio & audio, Search marketing, Social media, TelevisionBudget: 1 - 3 million

Executive summary

As Covid-19 disrupted businesses all over the world, Ford Vietnam was facing a steep challenge. Automotive sales were plummeting and 29% of consumers who were planning to buy a new vehicle before Covid-19, decided to either delay, or stop their purchase. The high value pick-up segment...

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