Ford launches new high-octane integrated campaign for its new Ranger Raptor via GTB
A new breed of vehicle rolled into the Australian market this year: the Ford Ranger Raptor. GTB’s latest integrated campaign launches the Ranger Raptor into the Australian market with a bang, featuring high-octane creative across TV, digital, and social platforms.The Ford Ranger Raptor sets a new benchmark in off-road capability, combining cutting-edge technology with Ford Performance DNA. The result is the first off-road production vehicle that delivers incredible high-speed capability across the most diverse and challenging terrain.
To showcase the unique capabilities of this vehicle – the likes of which the Australian market has never seen before–GTB has taken a cross-channel approach. Content includes a series of videos highlighting the capabilities of the Ranger Raptor to speak to core buyers directly.
Says Anuj Mehra, lead strategist, GTB: “Nothing else is a Ranger Raptor. It is quite rare to encounter a genuinely unique product in the automotive world.”
This campaign doesn’t tell Australians that Ranger Raptor is one-of-a-kind, it shows them.
Says Mehra: “When you have a product like this, you step out of the way and let the truth speak for itself. Eschew advertising hyperbole and over claim. The Ranger Raptor breaks the mould. The advertising simply gives credence to this fact.”
The campaign takes a cinematic approach to the creative.
Says Tony Jordan, marketing communications and brand strategy manager, Ford Australia: “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.
“We’re thrilled to share this, and to continue to push the limits of what Ford can offer to its customers.”
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 & 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
Music and Sound Design: Song Zu
3 Comments
Never, in the field of tradesman half-trucks has so much twaddle been spoken about so little. Basically, if you read the blurb here, just imagine the exact opposite to be true. The stuff they’ve been doing just features a truck named by a nine year old adhd child that is being driven by his bogan dad as he pulls doughnuts in the dust to some shit, cost-controller pleasing compromise music. Apparently the 0-60 on this heap is actually slower than an average family saloon. You marketing people need to do some proper adverting again and stop talking-up your inadequacies.
What the other guy said. What an embarrassment. Getting blown off by a late 90’s Hyundai excel is not ideal. All show no go.
How many people are going to bash the crap out of their new $70 grand truck?
What a dissapointment!
2 litre four banger and much reduced towing capacity.
Was originally really interested when the Raptor was first announced but will stick with my Wildtrak given this offering.
Wanted a V6 diesel and same tow capacity as the Wildtrak. Would have put my hand up for one straight away. VW might get my business next time around.