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Ford Canada is launching a fun new initiative dubbing the last month of the year as "Doors Off December."
Made together with independent creative network Wieden+Kennedy, the brand harps on the resilient Canadian spirit and the people's ability to withstand the freezing temperatures just to be outdoors.
It does this by daring Canadians to use Ford's Bronco vehicle and take them out for a spin all month-long with the doors off, regardless of how cold it is.
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The campaign was inspired by the truth that Canadians take pride in their ability to conquer the great outdoors.
Based on statistics from the Association of Canadian Studies, approximately 31.8 million participate in outdoor activities, regardless of how harsh the northern winters are.
Thus, the initiative was born, targeting adventure-seekers and encouraging them to take their Broncos out into the cold wilderness "doors off."
Businesses should keep in mind that a bold marketing campaign like this can be more effectively executed with the expert help of a creative agency like Wieden+Kennedy.
Win a Trip to the Bronco Off-Roadeo
Apart from daring its customers, Ford will also engage with audiences through several Instagram and TikTok efforts, giving them a chance to win all-expenses-paid trips to the Bronco Off-Roadeo event in Tennessee.
To enter the sweepstakes, all they have to do is comment their answer to the question, "What's the wildest thing you've done in the cold outdoors?"
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As part of the campaign, Ford will also launch guerilla-style OOH posters showcasing a "Doors Off" Bronco.
“The ask was to do something scrappy and unexpected for Bronco in a place where it naturally thrives, the Canadian wild.
So, we brought to life an outdoor challenge with the hopes of getting more people talking about Bronco in a Canadian context," Justin O’Toole and Nina Stitt, art director and copywriter at Wieden+Kennedy, shared in a statement.
Capitalizing on the Canadian audience's thirst for adventure, Ford's latest initiative is a great showcase of its brand identity and how it embodies the Canadian spirit by encouraging everyone to bask in the great outdoors.
Previously, Ford and Born Social teamed up for a social-first campaign launching the all-electric Puma Gen-E.
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