Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (Auto Connexion), the authorised distributor of Ford, has worked with MBCS to showcase the Ford Ranger’s unparalleled versatility this festive season to reinvent the Malaysian ‘balik kampung’ (returning to hometown) experience.
Tapping into the universally relatable chaos when it comes to retuning home for festive breaks, the ‘Ranger Ready, Raya Steady’ campaign builds on the exciting, hectic, and endearing moments that come from gathering everything that’s needed ahead of journeying to a special celebration with loved ones.
The campaign leverages upon KOLs Alana and Abbas – a mixed-race couple with a strong presence in the East Cost of Malaysia, and national footballer Intan Serah, to showcase the wide appeal of Ford for families, couples, and those with sporty, performance needs.
Moreover, the campaign also featured engaging on-ground activations at the IOI Puchong roadshow, and a “Cari & Menang Ketupat” (find the Ketupat) challenge on social media.
Noerel Huda Ismail, head of marketing at Sime Darby Auto Connexion – Ford, said, “The Ranger is more than just a vehicle; it’s a dependable companion for Malaysians in all their activities during the festive season. In a true demonstration of joy and bustling Raya celebrations, the versatility of the Ford Ranger can get you through it. We hope all Malaysians get to see the Ford Ranger as the ultimate solution for this seasonal challenge.”
Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Raya is a time of joy and togetherness, but also filled with the commotion of planning. With this, comes the struggle of packing and returning to your hometown with an abundance of gifts and food to show your love to family back home. The very mundane and practical action of packing often becomes an ambitious feat as families challenge themselves to fit everything into their vehicles, and what we want to show is that, when it comes to balik kampung, there’s nothing the Ranger can’t carry.”
