While introducing it’s Limited Edition Ranger Extreme, a model with an extended cargo space that allowed for 30% more loading space, Ford decided it would be a good idea to highlight this feature. Question is, where would you reach the right audience? Research showed that many truck buyers are in blue-collar industries such as auto repair, construction and plumbing and that they tend to gather in specific after-work pubs. Opting for a medium like matchboxes could give the opportunity to both illustrate the product benefit and be useful to the target audience.
5,000 matchboxes were distributed amongst potential buyers at these pubs. On the box, Ford’s website address was printed so the curious could see what the truck looked like and book a test-drive. Over 1600 people visited the website, of wich 450 booked a test-drive. 300 finally test-drove the car. The Limited Edition Ranger extreme was sold out a month ahead of schedule.
Agency: JWT, Malaysia
Via: AdvertisingForPeanuts | DirectDaily
Ranger Matches : mary
April 12, 2007 at 4:06 am
[...] From: http://blog.coolz0r.com/2007/04/06/ranger-matches/ [...]