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