Advertiser: Ford Motor Company
This is a story of brains trumping 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 less innovative choice. Aussie ute drivers began to believe that Ranger was 'Tough done smart' and voted for Ranger's brains with their wallets.
Total Campaign Expenditure:
What was the strategic communications challenge?
They say if your dreams don't scare you they are not big enough.
This slower growth rate put our long-term goal of category leadership in jeopardy. We needed to regain momentum however when we looked ahead we saw more headwinds than tailwinds...
2016 was the year Ford was going to cease manufacturing in Australia