The Outfitters – Built by Ford F-150

 

“At Ford, we value partners that provide contextually relevant connections with targeted consumers that are unique, engaging and valuable for our brand. Working in lock step with OSG and its properties we were able to produce a series that will connect and resonate with the outdoors-focused consumer while demonstrating values of toughness, durability and dependence—all qualities innate in the show’s seasoned and expert hosts—as well as in Ford trucks.”

Travis Calhoun
F-Series Experiential Marketing Manager
Ford Motor Company
Detroit, Michigan

The Perspective

As one of the most popular vehicles in America, the Ford F-150 faced challenges on multiple fronts –rising cost of fuel, aging design and ‘suburban cowboys’ opting out of pick-ups. The biggest threat, however, was coming directly from competitors with newly designed trucks, marketed effectively.

The Challenge

The challenge for the F-150 marketing team and their agency, Team Detroit, was to counter these threats to maintain and grow sales and, in so doing, they realized and recognized that one of the most important segments of buyers was the American Sportsman. The rationale for this thinking was understandable:

• The market has an estimated 80-million participants;
• Participants are rurally located, and they need a vehicle of utility for both work and play;
• Sportsman composition for light-vehicle ownership is high, and;
• Ford brand recognition is among them is high and well-regarded.

This understood, the challenge became how best to reach them and what messages will resonate?

The Partnership

As the largest multi-platform media company committed to the outdoor-enthusiast community, OSG served as a natural partner for Ford and, having a full-complement of creative capabilities, OSG also provided an impactful concept as a unique solution to the Ford F-150 challenge.

The Solution

In stepping up to meet Ford’s challenge, OSG positioned Ford trucks as an essential piece of gear in the outdoors experience. Since the theme of “Built Ford Tough” was already well-established, conceptually, individuals in the outdoor world that reflected that same level of toughness and dependability seemed a natural ‘anchor’ for communicating vehicle attributes to an audience that would be fully attuned.

Who would these individuals be? As every sportsman knows, that person was and is an Outfitter – the toughest, most dedicated and reliable individual in the woods or on the water – and no profession is more reliant on their trucks as an essential part of what they do and how they do it!

The Concept

The Outfitters – Built by Ford F-Series was conceived as a fully-integrated initiative, developed as an authentic experience and delivered by expert hosts touching at the core of what makes sportsmen excited – all with seamless product integration. Naturally, the overall goal of the program was to encourage “hand raisers”— those individuals willing to go beyond what they were seeing to actively seek more information and to buy a new Ford truck.

In reaching this core audience, The Outfitters – Built by Ford F-Series celebrates the men and women who make the outdoors their business. The show, in all of its forms, allowed professional outfitters to tell their stories about how trucks have played an integral role in their success.

The ‘Outfitters’ Everywhere

Television: Each week, as part of a 13-week series airing on Sportsman Channel, hosts would set out on another hunting/fishing adventure with the best outfitters in the business to provide viewers and online users a true behind-the-scenes look at what the real world of outfitting and guiding entails.

Online: A custom website was developed to support the TV series where users can get unique tips from the guides and learn more about Ford trucks. To help drive ‘hand raisers’, a sweepstakes was developed where users could enter to win a new F-150 pickup or an exclusive hunting or fishing adventure.

Social Media: Each season OSG leverages its social media network across 18 brands to drive consistent, targeted fan engagement.  OSG generates millions of social impressions through exclusive online content, sweeps calls-t0-action and UGC – and by partnering with Ford social, the reach extends even further.

In Print: OSG also worked closely with Ford’s agency, Team Detroit, to develop a complementary print advertising campaign that appeared in all of OSG’s 16 magazines.

The Results

The results were amazing, with record numbers of impressions and thousands of people participating in The Ford Outfitter’s sweepstakes. The campaign also generated thousands of hand raisers, which lead to a record number of sportsmen who eventually purchased new Ford products. All that noted however, nothing speaks to success like the endorsement of the client.