the Challenge:
Establish the all-new Bronco Sport as a next-generation SUV worthy of the venerable Bronco badge. To position it as a vehicle for African Americans, especially Black women eager to get out and challenge both themselves and the societal norms falsely placed on them.
the Solution:
To show Black outdoor culture with Bronco Sport as the central point of divergence, we partnered Ford with three (3) Black outdoor lifestyle organizations – Outdoor Afro, Black Girls Do Bike and Black Girls Run. Each organization embodies the outdoor spirit, while challenging how African Americans are viewed in the outdoor space. Bronco Sport marries the confidence, capability and versatility these organizations embody.
the Results:
Phoenix Ad-Testing
- Exceeded key metric norms for Brand (+3 ppts), Lift to Impressions (+10 ppts), Lift to Consideration (+5 ppts) and Actions/Intent (+3 ppts), Cognitive Connection (+7 ppts)
- Bronco Sport “We Do” was the top performing spot in the study, clearly standing above competitors and fulfilling its intended objectives. The ad is well branded to Ford and generates a significant lift to Brand Impression thanks to its focus on the vehicle and its ability to communicate the vehicle’s capacity to enable African American women to do what they want.