HELPING FORD RANGER OWNERS BREAK-UP WITH THEIR RANGER

To encourage loyal Ford Ranger owners to upgrade to the new Ranger Wildtrak, we helped create a playful, tongue-in-cheek direct mail campaign: the "How to Break Up with Your Ford Ranger" kit. Built around humour and emotional storytelling, the campaign included break-up letters, mood-lifting music, and a money-off voucher, turning a vehicle upgrade into a memorable brand experience. By combining print with a personal touch, we cut through a digital-heavy landscape and strengthened the emotional connection between Ford and its loyal customer base.

At the time, the Ford Ranger was New Zealand’s best-selling ute and had held the title of the country’s top-selling vehicle for five consecutive years. Following the launch of the campaign, sales increased by 5.14%, further reinforcing the Ranger’s market-leading position.

The Ford Ranger held the title of New Zealand's highest-selling ute, maintaining its position as the country’s top-selling vehicle for five consecutive years. Following the release of the "Breaking Up Kit," sales saw a significant 5.14% increase, further solidifying the Ranger’s dominance in the market.