Ford is challenging Canadians to showcase their adventurous spirit and cold-weather resilience by driving with their truck doors off.
The automaker’s latest campaign “Doors Off December” highlights the brand’s Bronco, specifically how it is designed for those who refuse to let the cold keep them indoors. It also emphasizes the Bronco-Off Roadeo, an experience included with the Bronco and Bronco Sport purchases, which offers customers the chance to develop their off-road driving skills.
The campaign revolves around a social media sweepstakes where Canadians can enter by sharing content of their Bronco in action, whether it’s a photo during a snowy mountain climb or a video of an off-road trip. The winners will be given an all-expenses-paid trip to the Bronco-Off Roadeo in Tennessee.
Nalini Dutta, manager of marketing communications at Ford Canada, tells strategy that the team is launching the campaign and sweepstakes to bring Bronco’s global “Built Wild” platform to the Canadian outdoor context. “[Built Wild] is all about getting people back into nature, breaking free from mundane routines and into the great outdoors,” she says. “This brand truth was perfectly aligned with the Canadian experience of embracing the outdoors across four distinct seasons, but one really stood out to us as a playground for Bronco: winter.”
The target audience is people who enjoy an outdoor lifestyle and current Bronco owners, as they are the “living proof of what the Ford Bronco can do,” according to Dutta, who adds that the brand wanted to give them a fun moment to partake in that felt true to their seasonal use cases. “Our aim is to turn our primary audience of owners who partake in ‘Doors Off December’ into advocates for just how well Bronco can conquer the Canadian wilderness,” she says.
The media plan compresses guerrilla-style OOH posters, social videos showing an open-door Bronco, and collaborations with TikTok influencers such as The Reel Coach and Natalie Alysa. Ford is also rolling out limited edition products designed to protect customers from winter conditions while off-roading.
Dutta explains that the brand relies on social media because it is the best way to showcase Canadians who exemplify the core idea of enjoying the outdoors. Local influencers and dealers are also being tapped to encourage Bronco owners to participate. With paid media, Dutta adds that the automaker is looking to amplify creator content (versus branded material), which is different from previous work because it allows creators to be the voice of the campaign.
Wieden+Kennedy handles creative and strategy, while WPP is in charge of media and community management. Bond Brand Loyalty manages the contest.
