Ford Motor Company: The Science of Truck

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

Campaign details

Agency: GTBAdvertiser: Ford Motor CompanyCategory: ROI

Executive Summary

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...

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