Campaign details

Brand: Ford Ranger
Brand owner: Ford Philippines
Agencies: Mindshare Philippines, AdColony
Country: Philippines
Industries: Vans, Trucks, RVs
Media channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Programmatic display, Social media, Virtual & augmented reality
Budget: Up to 500k

Executive summary

Ford, a leading car brand for the light truck category in the Philippines, met a speed bump in 2018 – a looming new excise tax on vehicle purchases that would increase the price of all vehicles in the Philippines.

While sales of the Ford Ranger were still among the best in its category, there was a need to create reinforced communication about its superiority versus that of other trucks, to protect the brand from any loss of sales. It is with this backdrop that the Ford Ranger 360 Showroom campaign was launched.