Effies
Australia
It Takes You and a Ranger: Real-world Proof Beats Polished Promises
Agency
VML Australia
Client
Ford Australia
Awards
Bronze
Other Consumer Goods
Finalist
Return On Investment - Commercial Over $5million
Case Study
Summary
Facing a mid-cycle sales decline and intense pressure from 21 competitors, the Ford Ranger abandoned traditional, polished automotive marketing. Instead of making manufactured claims, the "It Takes You and a Ranger" campaign used authentic, user-generated content from real owners showcasing their dusty, real-world adventures. This brave strategic pivot bypassed category clichés, boosting Ranger's market share by 3.3 percentage points in six months. It generated massive ROI, and successfully defended the Ranger's position as Australia's #1 vehicle.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Timothy Wels | General Manager – Marketing & Strategy | Ford Australia |
| Lionel Santoso | Marketing Manager – Ford Ranger | Ford Australia |
| Mark Bennett | General Manager and AU Ford lead | WPP Ford |
| Ross Dougall | Strategy Director | VML Australia |
| Alison Tilling | Chief Strategy Officer AUNZ | VML Australia |
| Jon-Paul Jacques | Executive Creative Director | VML Australia |
| Keegan D’Mello | Group Account Director | VML Australia |
| Tim Laidlaw | Account Director | VML Australia |