HELPING FORD RANGER OWNERS BREAK-UP WITH THEIR RANGER

To encourage loyal Ford Ranger owners to upgrade to the new Ranger Wildtrak, I helped create a playful, tongue-in-cheek direct mailer: the "How to Break Up with Your Ford Ranger" kit. The campaign used humour and emotional appeal, featuring break-up letters, mood-lifting music, and a money-off voucher. By combining print with a personal touch, we stood out in a digital-heavy landscape, deepening the emotional connection between the brand and its devoted customers.

The Ford Ranger held the title of New Zealand's highest-selling ute, maintaining its position as the country’s top-selling vehicle for five consecutive years. Following the release of the "Breaking Up Kit," sales saw a significant 5.14% increase, further solidifying the Ranger’s dominance in the market.