Ford Ranger Launch

Next-Generation Ford Ranger Ride & Drive THAILAND 2022

For the world premiere of the "2022 Next Generation Ford Ranger," Pico was tasked with putting together "Ford Ranger Ride & Drive THAILAND 2022," the experiential test-driving event that introduced the new vehicle to media outlets from across the world.


With the responsibility to manage the entire project, the Pico team designed the six-round test drive event, with each round consisting of a one-day-one-night program. Lasting six days between May 10th to 16th, 2022, the event was crafted to accommodate 225 Thai and foreign press representatives with the goal to help Ford gain positive engagement and impressions about its new pick-up truck across media outlets and key opinion leaders (KOLs) as well as customers and dealers.


Pico selected an abandoned mine in Pang-nga province in Thailand's southern region as the main launch venue, "Ranger Ville," for its unique characteristics as an unseen destination and native environment. Following the event's "Unlimit Your Experience" concept, Pico transformed the mine into an ideal test drive track with a complete course of off-road trials, rocky cliffs, mud paths, and waterways to best showcase the vehicle's ability, versatility, and technology. The thematic decoration of Ranger Ville also included a beautifully set-up camp site where guests could enjoy a variety of activities, such as a slow bar and a woodcraft DIY workshop. In addition to the abandoned mine, the "hidden" route took participants through a great mix of terrains, from a trail along the seashore to a mountain climb up an unused highway for the ultimate driving experience, with an experienced Ford instructor along for the ride to provide all the needed information.