Ford is targeting upper-income earners in South Africa with a focused Out of Home advertising campaign in partnership with Golf Ads.

The objective of the campaign is to advertise and ‘drive’ awareness of its 2021 Ford Ranger model, with the automobile manufacturer identifying the golf course environment as the perfect location in which to engage its target audience.

The campaign runs primarily on Golf TV™, which is a live high-definition digital TV network that offers Ford the opportunity to be present in 67 golf clubs across South Africa. Multiple HD screens placed in various high dwell areas throughout these clubs guarantee maximum viewing and exposure, along with high levels of recall.

The campaign is strengthened through the addition of Ford branding visible on 160 ballwashers at clubs across the country. Ballwashers are strategically located near the tee-box area at each hole which golfers engage with regularly

Key for Ford, though, is the audience, with a recent study from wealth-intelligence firm New World Wealth declaring that golf is top of the list of popular pastimes of high-net-worth individuals in South Africa.

“Golf’s blend of professional excellence, combined with its high moral etiquette, puts it in a different class from other sports, making it that much more appealing to a discerning audience,” says Thomas Abt, Commissioner of the Sunshine Tour.

It’s that discerning audience that Ford believes is a fit for its 2021 Ranger model, with obvious synergy between that audience and the upper-income demographic that is largely represented at South Africa’s golf courses.

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