Kuala Lumpur, Malaysia – Behind the threat to humanity that began upon the entry of 2020, the ‘silver lining’ that this generation has always had, if it may be pointed out, is the power of the digital world, and how digital content has ‘saved’ all by providing a semblance of the old normal such as experiencing the ‘outdoors’ even if it’s just through our screens.
The pandemic has turned to be a time to innovate the internet and deliver content that would help people cope with the current times, and automotive brand Ford in Malaysia has just done its share, launching a new film that aims to transport viewers and help them touch base with the ‘outdoors’.
Ford, which has been known to channel passion, energy, and ‘adrenaline rush’ in its campaigns for its car models, has once again hinted at the great outdoors, but this time, more of a ‘hi’ and a gentle reminder that soon, we are all going to come back and be one with nature again.
In collaboration with Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, the film ‘Hello Outdoors’ features scenic spots in Malaysia with a subtle but hopeful greeting on each feature.
“Hello, Mist,” ‘Hello, open road,” and “Hello, bridge” are some of the greetings the film would say.
In amplifying the sentiment of the film and to move emotions, Reprise zeroed in on the ‘little things’ and the normal places and structures everyone tends to overlook, reminding the audience how the renewed novelty of the life we got so used to has now made us view it with so much gratitude and beauty.
Mandar Wairkar, one of Reprise Digital’s creative directors, shared that the idea behind the film stems from something we are all asking right now, “When can we travel again?”
“We know the Ford Ranger audience loves the outdoors, so the intended impact is to evoke that serenity and connection with the outdoors. That spirit of adventure and discovery. It isn’t dead, it is just grounded temporarily,” said Wairkar.
Meanwhile, Queenie Tham, the marketing communications head of Sime Darby Auto Connexion-Ford, the sole distributor of Ford in Malaysia, said that the intention of the film is to touch base with Ford Ranger enthusiasts and the people who aspire towards the Ford Ranger brand and lifestyle.
“Malaysians have been eager for our borders to open, eager to travel, explore and discover the outdoors again. The team at Reprise [has] managed to bring that message of hope, that we will soon have our time outdoors again to live our best lives,” commented Tham.
In the end, it leaves a very hopeful note with a hint of emotion – “Let’s catch up when all is well again.”
The digital-only campaign was officially launched on 26 July and can be viewed on Ford Malaysia’s Facebook and YouTube. The campaign has also been developed to retain the Ford brand as top-of-mind where viewers are invited to book a live 1-on-1 session with a Ford Ranger Specialist to answer all their questions about the Ford Ranger, while they wait for the roads to open back up.
