Ford: How To Break Up With Your Ford Ranger

Credits & Description:

Media: Direct Marketing
Title: Ford Ranger How To Break Up With Your Ford Ranger
Category: Automotive
Client: Ford Motor Company of New Zealand
Agency: J. Walter Thompson Auckland
Country: New Zealand
Campaign file: Download campaign file
Executive Creative Director: Justin Barnes
Art Director: Nick Houghton
Copywriter: Rafi Stone
Illustrator: Sasha Fowler
Designer: Glenn Chapman
Designer: Nicola Yuen
Synopsis:
Ford Ranger direct mailer.
Ford of New Zealand wanted to encourage existing Ranger owners to upgrade to a brand new, top-of-the-line Ranger Wildtrak. Problem is, in New Zealand Ford Ranger owners are fiercely loyal to their old trucks, so convincing them to say goodbye to their beloved old Ranger is a really tough ask.
Our solution was to create a tongue-in-cheek Ford Ranger breaking-up kit. This instructional book was filled with helpful advice, support and a money-off voucher to help the Ranger owner deal with the emotional trauma of separation. The last page even featured a built-in box of tissues, to help mop up the final tears of sadness.