To launch the new Ford Ranger in the highly competitive bakkie segment, whilst improving favourable opinion of the brand after numerous events caused damage to the bands reputation.
In this segment Price is still the main driver in the decision-making phase of the purchasing cycle.
Position the Ranger brand as the bakkie of choice that enables consumers to have a “Can Do” attitude to any of their daily tasks through the powerful and catchy “Bring It” campaign tagline.
We used a combination of through-the-line media to reach our target audience in all the areas they consume media. This included a full 360 mix of digital, social media, ATL, TV, Print, Radio and OOH.
Following the massive increase in marketing spend and the addition of media placements across digital but more so on above the line (radio, OOH and newspaper resulting increased exposure as dealers reported a 41% increase in foot traffic (16 280 to 23 084) and 90% in phone-in queries (2 053 to 3 910) for Ranger. Due to this campaign, the majority of the digital media placements directed users to the offers page rather than the Ranger page to showcase the offers for the Ranger, as we saw increased traffic and KBAs from users who landed on the page.