Situation: Ford Thailand aimed to introduce the new Ranger Super Duty to the Thai market, establishing it as a new benchmark for toughness and capability, purpose-built for heavy-duty tasks and serious off-road adventures. The objective was to differentiate it from other Ranger models and generate widespread positive media coverage and buzz among key automotive journalists, positioning it as a "factory-ready" legend.
Solution: Burson was engaged by Ford Thailand months ahead of the 4-day “Tough Unlimited” media drive to lead end-to-end planning and execution. Working closely with the client and media organizer, Burson managed media selection and follow-ups, logistics, and materials development while aligning messaging across stakeholders. During the program, the team oversaw media hosting, schedule flow, and coordination with product experts, ensuring a seamless and well-managed experience throughout.
Success: The campaign delivered 3.7M engagements (vs. 1.5M KPI). Media widely positioned the Ranger Super Duty as Thailand’s toughest pickup and a “factory-ready” legend, praising its durability, off-road capability, and ease of handling. Post-event feedback highlighted strong satisfaction and reinforced its clear differentiation.