Effies
Australia
Tough is not Enough
Agency
GTB
Client
Ford Motor Company
Awards
Silver
Long Term Effects
Case Study
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
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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
