Toyota controls the 4x4 sector with the top selling 4x4 ute, and the top 3 highest selling 4x4 SUVs in Australia. The way it has done this is through building a cultural identity in Australia based on trust, and tested experience. Ford has already matched the highest selling sector in Australia with the Ford Ranger but why have they not matched it in the SUV market with the Everest?
“We can’t pinpoint why it’s not a closer sales competitor to the Toyota Prado”
Mark Oastler – CarsGuide
The Great Australian Test Drive
We send real people to real places around Australia in the Ford Everest, showcasing it’s abilities and building a reputation of trust with the Australian market.
How it works
We gather a handful of Everests that are ready to see all of Australia, from wine regions, to Kakadu, from the Great Ocean Road to the Great Sandy Desert. We then use the network of dealerships and servicing centres to create check points all around Australia. Then, a customer (or sales lead) in that area will receive the message that they have the opportunity to take part in Ford’s Great Australian Test Drive, and have access to a ‘Road-trip ready’ Everest.
The HUB
Not only do we want the Test Drivers to see Australia, but we want Australians to see Australia. So we will fit the car with cameras left, right and centre creating live footage and mapping the exploration around Australia. This will be stored on the campaign HUB along with videos, stories and sponsored articles from the Test Drivers and outdoors professionals, creating an immersive experience with the audience and showcasing the Everest and the true Australia.