THE FORD RANGER CHALLENGE

TitleTHE FORD RANGER CHALLENGE
BrandFORD
Product / ServiceFORD RANGER
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantWUNDERMAN APA FORD TEAM Shanghai , CHINA
Entrant Company:WUNDERMAN APA FORD TEAM Shanghai, CHINA
Sales Promotion/Advertising Agency:WUNDERMAN APA FORD TEAM Shanghai, CHINA

Credits

Name Company Position
Marie Leugermann Wunderman Ford APA Account Director
Oliver Ward Wunderman Ford APA Account Director
Melanie Elliott Wunderman Ford APA Regional Account Director
Allan Crockart Wunderman Ford APA Managing Director APA

The Brief

Set to launch across the world starting in Asia Pacific & Africa, the challenge was to create a platform that could be used to sustain the buzz from the Rangers’ reveal through to the first product launch almost a year later –then onto the rest of the world. The solution: the Global Ranger Challenge (GRC). An experiential competition that puts the vehicle in the hands of the consumers to test its’ capabilities. By challenging the truck to what they consider their toughest tasks, the Ranger can prove that it can take on the world – one country at a time.

Describe how the promotion developed from concept to implementation

The concept came from our global brand positioning: built without compromise. The Ranger was built to perform, regardless of the toughest conditions around the world. The GRC had to extend on this idea and connect with all of Fords’ global consumers on a personal level- a tough task in itself. How did we do it? Create an umbrella idea with three core phases and specific metrics and objectives. Hand it to each country to put their own spin on it and bring it to life. The result, a global campaign that feels local to all our consumers.

Describe the success of the promotion with both client and consumer including some quantifiable results

Benchmarked from other promotions from Ford, the Australian program blew away our targets: -Submissions - 1,776% above target. -Engagers- 163% above target. -Leads- 72% opted-in to receive more information about the Ranger (12% above target). For our clients, the program now forms the new benchmark for ideation, design, and implementation of what we call activation. And we have only just begun our world tour.

Explain why the method of promotion was most relevant to the product or service

From our research we found the global Ranger customer is a man that “thinks with his hands.” What better way to demonstrate the vehicles capability and build a following than giving it to them to test. It was the perfect solution to deliver a promotion, when our customers were saying, “don’t tell me, show me” the trucks’ ability to deliver. By inviting them to nominate and perform their most challenging tasks, we are able to empower them to tell us and others how the Ranger has the capability to deliver.