Taiwan’s leading pickup truck nameplate, the Ford Ranger has gained a loyal following among young families and workers thanks to its practicality and American-style ruggedness – as reflected in the brand’s ‘Built Ford Tough’ motto.
Accordingly, the Taiwan launch of the latest generation Ford Ranger was aimed at its core market of small and medium enterprise customers, and would reinforce the sense of satisfaction, pride and hard work associated with the nameplate.
The Pico team’s task was to help activate the launch and bring maximum media exposure amid the COVID-19 pandemic. Building on the client’s original intention of an online-only event, the team proposed a complementary in-person event for media. Both the online outreach and the invitation-only event would be designed to offer an engaging experience to their respective participants.
Pico’s contributions to this crucial launch programme were expansive, ranging from providing ‘big picture’ expertise such as event management and background settings, to focusing on details such as managing audio-visual equipment, transportation and cars, manpower and catering. The team also selected a venue which proved ideally suited to both the event’s major components.
The first wave of the launch comprised a 45-minute online broadcast, for which the Pico team contributed content and event management. It was followed by an in-person event on the same day which brought media members face-to-face with three examples of the new Ranger and offered photo opportunities as well as interviews with sales representatives.
Among countless other details, the Pico team arranged for the starkly industrial 165 sq. m. venue itself to be as safe as possible from the COVID-19 pandemic. Measures included requiring each guest to provide a travel history upon registration, temperature checks, and compliance with government social distancing guidelines. Team members also ensured that no more than 40 persons were allowed inside the venue at any one time.
