CHALLENGE
Stemming from successes with the Explorer program, Ford wanted to establish Bronco Sport as a unique, desirable and capable SUV that is worthy of the Bronco Badge and a vehicle for Black Americans.
OBJECTIVES
UWG strategized to exemplify Black outdoor culture with Bronco Sport as the central point of divergence through powerful strategic partnerships with notable outdoor lifestyle organizations and a powerful visual campaign. As one of the first nameplates to celebrate African American females in the outdoors space, UWG removed perceived barriers that an off-road vehicle is not for them.
SOLUTION
To create a strategic and robust TTL Media campaign on strategic platforms that will resonate with the relevant target market.
KEY CONTRIBUTIONS:
Talent Management & Contracting
Creative Development & Execution
Asset Editing and Production
Location Research
Program Strategy & Insights
Results
+6.2 PTS
Standard Favorability Increase
+2.6 PTS
Message Association Increase
165K+
YouTube Views
