Campaign details

Agency: GTB Australia
Advertiser: Ford Motor Company
Category: Long term effects

Executive Summary

This is a story of brains over 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 somewhat unimaginative choice. Aussie ute drivers began to believe that 'tough was no longer enough' and voted for Ranger's smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth

Total Campaign Expenditure:

What was the strategic communications challenge?

They say if your dreams don't scare you they are not big enough. In 2013, the Ford Motor Company was bold enough to dream one scary dream. To become the market leader in the 4x4 pick-up truck/Ute market in the next 5 years. This was one audacious challenge considering...