Automotive | Launch Strategy
Ford, Six Model Launches in Six Months
The Challenge
Ford needed to bring six vehicles to market in a pressured category while keeping dealers engaged and budget performance sharp.
Our Role
National advertising plans, promotional planning, budget management, audience targeting, sponsorship strategy, digital transformation input.
Outcome
The FG Falcon launch was Ford's strongest since 2000. Ford maintained market share above 13% despite market pressure.
Background
The market was slow, new competitors were entering regularly, and large-scale launch planning needed to work both nationally and at dealer level.
Approach
- Developed national advertising and promotional plans across six launches.
- Managed a $100M+ budget across a highly competitive market period.
- Targeted the right audiences for the right reasons across launch activity.
- Strengthened Ford's position through Cricket Australia sponsorships and a major uplift in online presence.
Key Outcomes
FG Falcon most successful launch since 2000.
Market share held above 13%.
Six launches delivered in a highly competitive period.
Ranger and FG Falcon featured as flagship highlights within the broader programme.
Campaign assets
Selected campaign assets from this case study, including screen work, print executions, and supporting materials.
Billboard
Screen asset
All New Ranger, Mother of all Dunes
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FORD Fiesta h264
Screen asset
Falcon 50th Anniversary Limited Edition
Screen asset
Fingers
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Ford Falcon First TV commercial
Screen asset
Ford G6 Limited Edition Feb 2010
Screen asset
Our new TV ad for the most fuel efficient car in Australia
Screen asset
The new Ford Mondeo TV ad
Screen asset
The new look Ford Territory
Screen asset
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