Ford helps Kiwis break up with their old Rangers in new direct mailer via J. Walter Thompson, NZ
December 14 2017, 2:59 pm | | 5 Comments
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.
J. Walter Thompson’s 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.
5 Comments
Nice ide really well executed!
But why though?
I received one of these and am keeping it in my book shelf. Brilliantly executed, right down to the faux vinyl casing and the tissue lid.
Really interesting and very well done.
Liked this trade-up strategy from Isuzu.
https://www.youtube.com/watch?v=piMHsnNhTOI