Effies
Australia
Summary
This is a story of brains over 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 somewhat unimaginative choice. Aussie ute drivers began to believe that ‘tough was no longer enough’ and voted for Ranger’s smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth
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
| Head of Strategy / Author | Anuj Mehra | ||||||||
| Executive Creative Director | Jon Paul Jacques | ||||||||
| Integration Director | Camey O’Keefe | ||||||||
| Senior Account Director | Rachel Legge | ||||||||
| General Manager Marketing | Daniela Winter | Ford Motor Company | |||||||
| Brand Manager | David Noonan | Ford Motor Company |
Category Sponsors
Long Term Effects
