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Ford’s Alternative Matchboxes (Malaysia)

 

Posted on April 12, 2007
David Billion

 

Ford has just launched a limited edition of its Ranger, a Pickup whose payload was increased by 30%. How should this advantage best be advertised?

The target group consisted mainly of blue-collar workers, e. g. mechanics, construction workers, plumbers. 50,000 matchboxes were distributed in certain bars selected according to the target group. They were not distributed during VIP evenings like for Blush Lingerie, but in bars frequented by the target group after work. This type of viral ad can create a lot of virality for a brand if the design and concept are really convincing and surprising. To incite consumers to get more information, the URL ford.com.my was printed on the matchboxes.

A fine campaign by JWT Malaysia agency which has apparently backed the right horse. Indeed, more than 1,600 people have visited the site, 450 of them booked a test-drive. All cars of the limited edition of Ranger Extreme were sold out already one month ahead of schedule.


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Source:
- Directdaily


 

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