Fords 4-Step-Guide to Moving on

Ford has used print marketing to convince New Zealand males to break up with their current Ute and move on to something bigger and better. The famous marque used humorous DM to give petrol heads the emotional support they needed. Ford developed an instructional book that serves up advice for owners, in the form of fill-in-the-blanks break-up letter templates, mood-lifting music recommendations self-empowerment proverbs, a built-in box of tissues – and even a money-off voucher to soften the sting of betrayal. The campaign is a sample of how print establishes emotional intelligence and humour to a defined target audience through direct mail.

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