Ford has unveiled its new breed of vehicle, the Ranger Raptor, to the Australian market with an integrated campaign via WWP agency GTB.
To showcase the unique capabilities of this vehicle, GTB took a cross-channel approach. Content includes a series of videos highlighting the capabilities of the Ranger Raptor to speak to core buyers directly.
https://www.youtube.com/watch?v=KQ3UIfxY7dI
https://www.youtube.com/watch?v=cNHyZ4PxgDE
Tony Jordan, marketing communications and brand strategy manager at Ford Australia, said the campaign takes a cinematic approach to the creative.
“Our goal with this is to grab the attention of anyone who sees it and showcase the credibility and innovation that Ranger Raptor brings to the category,” he said.
“We’re thrilled to share this, and to continue to push the limits of what Ford can offer to its customers.”
Anuj Mehra, lead strategist at GTB, said the campaign doesn’t tell Aussies that the Ranger Raptor is one-of-a-kind.
“It shows them. When you have a product like this, you step out of the way and let the truth speak for itself,” he said.
“Eschew advertising hyperbole and over claim. The Ranger Raptor breaks the mould. The advertising simply gives credence to this fact.”
CREDITS
Client: Ford Motor Company
General manager of marketing: Daniella Winter
Marketing strategy and communications manager: Tony Jordan
Marketing communications manager: David Noonan
Marketing analyst: Thomas Smith
Agency: GTB
Media director: Mark Bennett
Offline media director: Libby Shaw
Digital media manager: Kate Emberley
Executive creative director: Jon-Paul Jacques
Creative group head: Michael Mulcahy
Associate creative director: Andy Segal and Chris Hince
Senior creative: Tim O’Shea
Senior producer: Zaylee Saydam
Head of strategy: Anuj Mehra
Account director: Blade Griffiths
Account manager: Rima Gurbani
Account executive: Michelle Ho
