Case study: Ford stages action-packed Ranger demo in Thailand

Background

Ford Thailand, focused on growing its business and making a strong impression in the ‘Detroit of Asia’, wanted to use the launch of the 2015 Ranger to consolidate its position and build brand awareness.

The event-management agency, Pico, was therefore charged with creating a ‘talk of the town’ event that would highlight the power of the vehicle, give participants an unforgettable experience and help drive healthy initial sales. 

For Pico, the event was an opportunity to reconnect with a valued client after five years.

Execution

Taking inspiration from the client’s ‘Built Ford tough’ theme, Pico went through a series of possible locations before finding one that would accommodate its ambitious plans and allow the Ranger to be pushed to its limits: a 5,000 square-metre space at Bangkok’s EZ Park.

Over a two-day event in July, guests were treated to non-stop automotive action and engagement. A seven-minute performance blended stunt driving with striking visuals on a 27-metre LED screen and music from a 37-piece orchestra. A particular highlight was a scene where a Ranger pulled a 40-foot container truck to safety despite torrential 'rain' and a muddy surface (see video below).

After the live show, five test-drive stations in the performance area gave guests the thrill of being stunt drivers and let them experience the features of the vehicle firsthand.

Results

The launch event attracted more than 800 corporate clients, dealer customers and media representatives. A total of 2,700 people also attended the two-day sales event. A video of the stunt show drew more than 50,000 views. Most importantly for the client, 525 Ranger trucks were sold over the two days, exceeding the client's rough target.