Strength Test
Ford
Issue 9 | December 2008
Agency
Wunderman
Creative Team
James Nester – Copywriter; Chris Lawson – Art Director; Nigel Edginton-Vigus – Creative Director
Production Team
Steve Aston - Production Manager
Other Credits
Claire Young - Senior Account Manager
Date
July 2008
Background
Wunderman were tasked with creating an engaging mail pack designed to excite prospects about the Ford Ranger – a tough, go anywhere pick up truck – as well as the forthcoming Ranger Challenge activities.
Idea
The agency’s solution was to throw down the gauntlet to prospects and set them a challenge when they first received the pack - to grip it at either end and try to pull it apart to open. Once inside, the front cover of the enclosed brochure reveals: ‘Ford Ranger. Loves challenges like you do.’ The brochure contains info on the benefits of the Ranger vehicle alongside imagery of the vehicle in action. It also promotes the ‘Ranger Challenges’ – a series of tough outdoor sporting challenges throughout the UK. As an incentive to respond and arrange a test drive, the pack also contained the opportunity to win an adventure holiday for two to South Africa in a prize draw.
Results
Within two months, the campaign had resulted in 52 test drives and 111 brochure requests.
Target audience
Potential Ford Ranger drivers – people who love physical challenges, the outdoors and demand all terrain capability from their vehicles.
Volume/size of campaign
60,000 packs
Our Thoughts
I’ve seen several variations on this theme over the years. But so what? DM doesn’t need to be original in the way ATL advertising does. The key is not simply in identifying your target group but in defining what characterizes it in particular. The insight here is that every pickup driver sees himself as a kind of Desperate Dan and I’ll bet everyone mailed this pack loved ripping it apart.