FORD Ranger: 20 years of drive

Auto manufacturer Ford ran a two-part campaign in Vietnam to drive sales of its Ranger truck and to generate leads for the new version launching in 2022.

Campaign details

Brand: FORD RangerAgency: Mindshare VietnamRegion: APAC

Campaign video

Strategy

Objective

Challenge: Ford's challenge was to both drive sales of the existing models, while building excitement for the new model. Clearly, with communication campaigns about the upcoming new model, sales of the old model might decline.

Objective: Our communication objective was to create strong connection with our audience through the brand values to ignite the desire to own Ford Ranger and maintain Ranger's leadership despite being an ageing product up against new competitor launches, and the campaign for the new Ranger model.

In media,...

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