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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.

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