To encourage die-hard Ford Ranger owners to swap their trusty ute for a new top-of-the-line Ranger Wildtrak we created a tongue-in-cheek direct mailer called 'The Ford Ranger Breaking-Up Kit'. This instructional book was filled with helpful advice, support, and a money-off voucher to help the Ranger owner deal with the emotional trauma of separation. The last page even featured a built-in box of tissues, to help mop up the final tears of sadness.
To announce the launch of the new upgraded Ford Transit in New Zealand, we positioned this luxurious new van as consolation for the typically unpleasant working lives of tradespeople, our target audience. This campaign worked across radio and OOH.