Bangkok--Jan 31--Ogilvy Public Relations
With strong commitment to customer satisfaction, Ford Thailand today introduces “Ranger Hi-Rider Active” which amplifies its “Built Ford Tough” heritage, and the new Ranger XLS Open Cab which offers maximum value for money and better serves customers’ need. Full-scale experiential marketing activities are planned to allow customers to test their “toughness”.
Mr. Saroj Kiatfuengfoo, Vice President Marketing, Ford Thailand, said, “As a pioneer in the Thai pick-up market, we always see the opportunities. We see high demand continues for tough pick-up trucks that give drivers peace of mind in all driving situation. This is a major market segment and we strive to meet the demand with quality pick-up trucks. Now we introduce two new models. To allow our customers to experience the vehicles’ strength, we will adopt experiential marketing activities that confirm our “Built Ford Tough” heritage. We will arrange the “More than Toughness” competition to find the single “tough person” in all of Thailand.”
The two new models include the new Ranger Hi-Rider Active and the Ranger XLS Open Cab. The Hi-Rider Active is developed based on the popular Ranger Hi-Rider launched last year. New features that make the Ranger Hi-Rider Active more attractive and tougher are
- Body claddings
- Rear style bumper
- Fog lamps
- Tubular side step
- Leather gear knob
- Leather steering wheel
- Door scuff plates
- “Active” sticker
Another new model is the “Ranger XLS Open Cab” which extends Ford’s pick-up portfolio. Customers will have more choices and can choose the model that directly suits their needs. In this model, Ford has added powered windows and central lock to the standard Ranger to provide customers with greater convenience, comfort and value for money. Ranger XLS Open Cab has two engine types to choose from — 2.5 Lt diesel engine and 2.5 Lt turbo diesel engine.
Mr. Saroj continued, “These models have very unique features and an impressive toughness that customers have to experience themselves. All communications and supporting activities like the TV commercials, radio spots, print ad and other advertisement materials, therefore, are designed around this key message — “more than toughness”. We also imported a huge test drive track for customers to experience the vehicle’s performance. We will arrange an exciting mega competition nationwide - “Tough Challenger Competition” to find the country’s toughest person.”
Entitled “King Kong”, the TV commercial, which has three variations, portrays the toughness, capacity and efficiency of the new Ranger Open Cab. Together with the TV commercial, advertisement on radio, print and other media will also bombard the country from Jan 27.
A key experiential marketing activity held to confirm Ford’s toughness is the “Tough Challenger Competition”. Customers nationwide can participate in the competition to test their mental and physical strength. Only one toughest person will win the grand prize — a Ford Ranger.
Competition held in 4 regions
- North: in Chiang Mai, Chiang Rai, Nakhon Sawan and Pitsanulok province
- Northeast: in Khon Kaen Roi Et, Nakhon Ratchasima and Mahasarakham
- Central: in Chon Buri, Lop Buri, Sara Buri, and Samut Sakhon
- South: in Songkhla, Phuket, Nakhon Si Thammarat and Surat Thani
400 competitors from each region (a total of 1,600 nationwide) will be recruited. After the first competition, only 40 tougher competitors from each region will have a chance to move on to the final round of the national competition
The 160 finalists will meet in April to compete for only one grand prize
At the competition ground, Ford will arrange a large test drive track imported specially for this event. Customers can then test the capacity and the “more than toughness” quality of Ford Ranger in a complete driving environment, on road and off road.
Entertainment activities including concerts by leading artists and fun games will spice up the event. The event will kickoff simultaneously on 12-13 February in five major cities — Nakhon Ratchasima, Hat Yai, Nakhon Sawan, Chonburi and Chiang Mai. Ford customers and interested persons in the neighbouring cities are invited to join the event and enjoy special offers when buying a Ford vehicle at the event. End.