WNY Ford Dealers
B2C , Cars & Trucks
How do you reintroduce a region to one of America’s most iconic vehicles? The WNY Ford Dealers turned to Mower to create marketing that lived up to the hype. We spoke directly to those who embody the spirit of the Bronco and created work that was impossible to ignore.
After originally scoping traditional out-of-home, we discovered an opportunity to take our efforts off-road at Buffalo RiverWorks, a local attraction synonymous with adventure. A rock wall graphic tracked climbers’ progress from foal to Bronco, with gift bags handed out to those with enough mettle to reach the top. A Bronco vehicle was set up with signage speaking to our adventure-seeking audience. And stair risers further reinforced our daring spirit. All while overlooking a massive Bronco graphic traversing the side of an adjacent building.
For the return of the Buffalo Auto Show in February 2022 after a two-year hiatus, the goal was to “own the show.” And if there’s anything Buffalo knows (besides chicken wings), it’s extreme winter weather. We decided to partner with local snow sculptor Eric Jones to build the first-ever Snow Bronco—and captured attendees’ attention before they even made it through the doors. Showgoers could even snap a #snowfie and post it on social for a chance to win Bronco swag.
By tapping into the mindset of adventure-seekers and creating a campaign hypertargeted to those who would be most inclined to get a Bronco, we were able to help the WNY Ford Dealers connect with their audience in an authentic, relatable and unexpected way while earning them recognition from industry peers and award shows alike.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.