Ford Motor Company: How we sold a Muscle car to the masses

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

Campaign details

Agency: GTB

Executive Summary

Someday not today. This is a story about turning dreamers into buyers. By using the 'medium as message' and positioning itself as an antidote to regret the Ford Mustang got its audience to self-reflect on their prosaic existence and defy their sensible, responsible, side that says no to a Mustang. The Mustang not only became the largest and fastest growing sports car in the country, its 2017 sales figures exceeded those of a lot more mainstream, accessible brands like the VW Polo and the Honda Jazz. Our campaign helped democratise the 'muscle car'....

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