Case Study
Ford
Launching an integrated partnership campaign for continued Ford Bronco storytelling
- ServiceStrategic Communications, Innovation & Creative
- SectorMobility & Transportation
- OfficeUnited States
- Capability
Media Relations, Content & Publishing Strategy, Creative Strategy
Hill & Knowlton was tasked with further accelerating the Bronco Brand momentum and underscore that Ford is relentless in “playing to win” in the future of off-road SUVs, lifestyle and enthusiast advocacy.
To accomplish this, we maximized the storytelling out of Bronco media drives, Job 1 events and new accessory offerings while keeping Bronco exciting with buzz model and partnership moments (ex. HOSS, Filson). Our program included:
Rebelle Rally Storytelling: H&K brought together Ford's trio of Bronco Sport teams to navigate the challenging conditions and desert environments of the Rebelle Rally with only a compass, no GPS. The teams consisted of professional off-road racers Shelby Hall and Penny Dale and a novice team consisting of Ford employees Jovina Young and Erica Martin.
Bronco HOSS: Showcased at the 2021 Woodward Dream Cruise and delivering Built Wild™ extreme off-road capability, H&K promoted the all-new family of Bronco® rugged SUVs with built with High-Performance Off-Road Stability Suspension (HOSS) systems.
Ford Bronco® brand and Filson, the rugged outdoor outfitter, joined forces to celebrate wildland firefighters and support the National Forest Foundation, unveiling the Bronco + Filson Wildland Fire Rig concept and limited-edition outdoor gear.
