GTB Melbourne has launched a new campaign to prove to 4×4 diehards that the Ford Everest is a seriously capable vehicle deserving of its title as Drive’s 4WD of the Year.
The ‘Love Every Minute’ campaign was shot across a number of inhospitable locations around Alice Springs, and launches with cinema and TV directed by Revolver’s Bruce Hunt. The TV and cinema is supported by outdoor, online and social, along with a media domination at major airports.
GTB executive creative director Jon-Paul Jacques said the campaign had two goals: “connect to 4×4 diehards by showing them moments of 4×4 hardship they’ll identify with, and demonstrate the Everest is more than capable of getting you out of these horrible situations”.
Jacques said the Ford research showed that 4X4 diehards are serious guys.
“They told us their most memorable off-road stories, and they were pretty hardcore,” he said.
“Surprisingly, it was the harshest, most intense and unpleasant experiences that they looked back on most fondly. Thus, ‘Love Every Minute’ was born.”
GTB head of strategy Anuj Mehra said the research confirmed that the worst of times are really the best of times for 4×4 diehards.
“Some of the most memorable comments from our research included: ‘You do get bogged, but I live for the mud, getting out of tough situations’; ‘Took on too much for my skill set and slid down a 45-degree angle. That’s the fun though, I can’t believe I made that’; and ‘You realise how stupid you were, but you don’t care after it’s done’,” he said.
“We decided to celebrate this contradiction.”
Daniella Winter, general manager of marketing at Ford, said: “This integrated campaign shows real 4X4ers in the grittiest, most challenging Aussie conditions.
“We believe this honest approach will not only get noticed, but prove the Everest is a serious player in a crowded market. We’re really excited by what this means for the brand.”
Client: Ford Motor Company
General manager of marketing – Daniella Winter
Marketing strategy and communications manager – Tony Jordan
Marketing communications manager – David Noonan
Marketing analyst – Lara Miller
Production agency: Revolver
Director – Bruce Hunt
Producer – Catherine Jarman
DOP – Ross Emery
Editor – Drew Thompson
Agency: GTB Melbourne
Executive creative director – Jon-Paul Jacques
Copywriter – Stephen Sheldon
Art director – John Pantzopoulos
Agency producer – Sandi Gracin
Head of strategy – Anuj Mehra
Senior account director – Rachel Legge
Senior account manager – Blade Griffiths