Effies
Australia
Tough Is Not Enough
Agency
Blue Hive Australia
Client
Ford Motor Company
Awards
Bronze
Other Consumer Goods
Silver
Return on Investment
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. Helping the Ranger deliver record volume and market share growth and an impressive ROI of 290%
Case study
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Credits
| Author/ Head of Strategy | Anuj Mehra | ||||||||
| Co-Author / Planner | Elly Liley | ||||||||
| Managing Partner | Peter Randeria | ||||||||
| Executive Creative Director | Richard Muntz | ||||||||
| Senior Writer | Michael Mulcahy | ||||||||
| Account Director | Rachel Legge | ||||||||
| Director in Charge, FDAF | Stephen Black | ||||||||
| Account Director | Alana Adkins | ||||||||
| Associate Media Director | Teresa Spindler | ||||||||
| Digital Manager | Elizabeth Calwell | ||||||||
| Marketing Strategy & Communications Manager | Brian Phan | Ford Motor Company Australia | |||||||
| Marketing Manager SUV & LCV | Scott McGregor | Ford Motor Company Australia |