Miniature Ford truck matchbox designed by JWT Malaysia.
Ford was introducing the Ranger Extreme, a Limited Edition model with cargo bed extender that allowed for 30% more payload.
The request was to highlight this feature.
Many truck buyers are in blue-collar industries such as auto repair, construction and plumbing. They tend to gather in specific after-work pubs.
Ford truck matchboxes could both illustrate the product benefit and be useful to the target audience.
The matchboxes were given to 5,000 potential buyers.
Each box provided Ford’s website address so the curious could see what the truck looked like and book a test-drive.
Over 1600 people visited the website, of which 450 booked a test drive. 300 finally test-drove the car.
The Limited Edition Ranger Extreme was sold out a month ahead of schedule.