Mindshare Vietnam: Ford - 20 Years of Drive

Hong Nguyen, Uyen Pham, Giang Hoang

Ford, an automotive brand, launched a campaign in Asia to create a strong connection, maintain Ranger's leadership, and personalise the path to purchase for different needs, triggering sales of the current model, whilst also driving top-of-mind awareness for the Next Gen Ranger.

Campaign details

Brand: Ford Brand owner: Ford Motor Company Entrant company: MindshareIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Vans, Trucks, RVs Media channels: Events & experiential, Mobile & apps, Search marketing, Social media, Online video, Websites & microsites, Public relations, Outdoor, Out-of-home, Programmatic display, Video on demand Budget: 1 - 3 million

Executive summary

Entering Vietnam in 2001, Ford Ranger has established a firm position as a segment leader with its iconic pickup truck. In 2021, the brand shifted from importing...

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