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.

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