GTB & VMLY&R: Ford Bronco and Bronco Sport

For most people, buying a car is driven by sense and feeling – the touch of the body, the sound of the engine, the smell of the interior. How then to drive desire ahead of the launch of not one, but two iconic brands, Bronco and Bronco Sport, during a global pandemic? The experience also needed to inspire trust and be hassle-free.

GTB and VMLY&R had already created Ford’s first online reservation platform – for the Ford Mustang Mach-E – at the beginning of 2020. With lessons from the Mustang Mach-E launch in hand, the Ford Bronco and Bronco Sport reservation experience was re-imagined.

The agencies worked with Ford to understand the elements of the purchasing process that could be optimised into a singular online reservation experience for all visitors to Ford.com, as well as their local dealer’s website. The site enabled the customer to explore the new models in detail, while making it easy to convert interest into a tangible experience with a configurator that helped shoppers to build their own virtual Bronco.

The results were stellar: the Ford Bronco First Edition sold out in less than 24 hours, over 190,000 reservations were submitted in the first three months after the Bronco’s reveal, and almost half of them were for the most expensive models. Within three days of the configurator going live, over 450,000 virtual Broncos were built.