Ford was introducing the ranger extreme, a Limited Edition model with cargo bed extender that allowed for 30% more payload. The request was to highlight this feature. Many truck buyers are in blue-collar industries such as auto repair, construction and plumbing. They tend to gather in specific after-work pubs. Therefore, matchboxes could both illustrate the product benefit and bu useful to the target audience. The matchboxes were given to 5,000 potential buyers at these pubs. The box provided Ford’s website address 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.