Ford Ranger
Leaving the farm and decades of traditions in Argentina.
INSIGHT
Ford Ranger in Argentina had a strong positioning as the working pick-up for farmers, but started loosing share since buyers are looking for a cool pick-up for personal use, not only a strong one. We realized that this third generation of “farm owners” has changed, they don’t wake up with a rooster crow anymore, they live in the city during the week, and they have other interests rather than the farm, such as sports, music and art.
IDEA
We created a Manifesto clip with a new remixed version of “Everything changes”, a very traditional folk song from the biggest argentinian folk singer (Mercedes Sosa). In the TVC we showed how the new type of Ranger drivers break every tradition from traditional farmers, and use the Ranger to live amazing experiences.
SOCIAL
We used more than 90 hours of leftover footage from the TVC shooting to create dozens of snack content videos, showcasing the battle of the Ranger in different landscapes, and using vertical video in a new way.
COMMUNITY
We asked the Administrator of the Facebook non-official group “Ranger Argentina Club” to welcome the new Rangers.
