Effies
Australia

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2018

Tough is not Enough

Agency

GTB

Client

Ford Motor Company

Awards

Silver

Long Term Effects

Summary

This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary pick-up truck driver, the Ford Ranger succeeded in ‘depositioning’ the market leader Toyota HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie pick-up drivers began to believe that ‘tough was no longer enough’ and voted for Ford Ranger’s smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth, dethroned the Toyota Hilux to become Australia’s largest selling 4x4 pick-up truck catapulting its market share from 12% in 2013 to 22% in 2017

Case study

2018 Long Term Effects – Tough is not Enough

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Credits

Head of Strategy	Anuj Mehra	GTB
Managing Partner	Magdalina Triantafyllidis	GTB
Executive Creative Director	Jon Paul Jacques	GTB
Integration Business Lead	Camey O’Keefe	GTB
Account Director	Blade Griffiths	GTB
General Manager of Marketing	Daniella Winter	Ford Motor Company
Marketing Communications Manager	Tony Jordan	Ford Motor Company
Marketing Communications Manager	David Noonan	Ford Motor Company