TOUGHEST DIRECT MAIL

TitleTOUGHEST DIRECT MAIL
BrandFORD PHILIPPINES
Product / ServiceFORD RANGER
CategoryA05. Publications
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Entrant Company:Y&R PHILIPPINES Manila, THE PHILIPPINES
Design/Advertising Agency:Y&R PHILIPPINES Manila, THE PHILIPPINES

Credits

Name Company Position
Badong Abesamis Y&R Philippines Executive Creative Director
Sandy Salurio Y&R Philippines Executive Art Director
Derrick Periodico Y&R Philippines Art Director
Chiqui Luzarraga Y&R Philippines Associate Art Director
Carlos Averion Y&R Philippines Final Art Artist
Ags Almasan Y&R Philippines Business Unit Director
Ariel Bautista Y&R Philippines Print Producer

Brief Explanation

Not having been successful in opening the DM, the receiver is prodded by copy on the envelope to contact Ford’s Fleet Director to know more about the vehicle’s toughness (and its specifications). In the remote possibility, however, that the receiver is able to open the DM, a brochure, and a letter awaits hailing him: ‘You’re tougher than we thought. That’s why only the toughest truck will do for you. The all-new Ford Ranger...'

The Brief

Create a DM to be sent to company procurement officers to consider buying the all-new Ford Ranger for their fleets.

How the final design was conceived

The all-new Ford Ranger is the toughest pick-up in the market. Therefore, agency thought of sending out the toughest DM-one that’s almost impossible to tear open.

Indication of how successful the outcome was in the market

While it’s too early to provide results (campaign is still live), the Ford Fleet Director has reported receiving calls from different companies, inquiring about the new Ford Ranger as they're considering it for their fleets.