Case Study: Ford drives record Bronco reservations with WPP

Ford sells out Bronco First Edition in under 24 hours with WPP

The customer, Ford, faced the challenge of driving desire and trust for the launch of two new vehicles, the Bronco and Bronco Sport, during a global pandemic. The task was to create a hassle-free online experience that could convey the sensory appeal of the cars and convert interest into reservations. The vendor, WPP, through its agencies GTB and VMLY&R, leveraged its expertise to address this.

WPP's solution was to re-imagine the online reservation experience by creating a platform on Ford.com and dealer sites. This included a detailed configurator tool that allowed shoppers to build their own virtual Bronco. The results were stellar, with the Ford Bronco First Edition selling out in less than 24 hours and over 190,000 reservations submitted in the first three months, nearly half for the most expensive models.

Ford