FORD RAPTOR PERFORMANCE
PROJECT OVERVIEW: BEAST OF PREY
Are they performance instructions, safety videos or high-octane automania? Yes. Yes, they are.
CHALLENGE: RIGHT & WRONG
Ford designed the Raptor for high-speed travel on harsh, unforgiving terrain. Billed as an ultra-powered “dune buggy on steroids”, the Raptor naturally appeals to a particular kind of driver—one who buys a vehicle for the express purpose of testing its capacity. This demographic likes to “push” their vehicles with great aggression.
As the warranty claims poured in, Ford teamed up with Tweddle to stem the flow of ruined Raptors. Safe & Proper Use videos were in order—safety videos, for lack of a better term. Which raised another issue: Raptors exist for dangerous driving.
As a result, initial damage reports were extremely high, and not due to extreme use. The Raptor was, after all, designed for extreme use. The issue was, in fact, improper use—Raptor were being pushed in ways they simply weren’t meant to be pushed.
The average Raptor owner is not worried about safety.
So, how do you get Raptor owners to sit down and watch a bunch of safety videos?
BEAST OF PREY
Performance instruction? Safety videos? Or high-octane automania? Yes. Yes, they are.
SHEEP IN WOLF'S CLOTHING
The answer is: you don’t. Instead, you give them a bunch of high-octane “performance” videos… safety videos in disguise. Under the cloak of rock-chomping, mud-spewing excitement, Raptor owners would learn the right way to approach extreme driving. They’d see how to test the limits of their vehicles within the parameters of their design.
Tweddle worked with Ford’s engineering and legal departments to calibrate the project’s message. Then Tweddle’s Creative department got to work. The production combined sharp, in-studio filming with rigorous, on-location running footage.
Ford gave Tweddle two trucks to work with and unprecedented access to the hills, forests and streams of their proving grounds. Tweddle captured the Raptor as it jumped, forded streams and executed terrifying g-outs.
RIGHT AND WRONG
The Raptor's launch was followed by an astronomical number of damage reports. Safety videos were clearly in order... but how do you get a Raptor owner to watch safety videos?
SHEEP IN WOLF'S CLOTHING
Ford teamed up with Tweddle to create high-octane "performance" videos... safety videos in disguise.
Tweddle Group produced a series of bold, high-impact videos to demonstrate proper use of this brutal, off-road speed demon. Crucial safety information is served up in a slick and engaging package no Raptor owner or off-road aficionado could possibly resist. The videos reduced damage and warranty claims—and, as a side benefit—brilliantly reinforced the Raptor brand.
Thanks to these videos, owners can enjoy the full Raptor experience without unwanted vehicle damage.
An accompanying mobile site rounded out the project. It hosts the videos in perpetuity and organizes them according to feature set.
PROCESS: NATURAL HABITAT
Tweddle worked with Ford engineering and legal to shape the message, while Tweddle Creative took two Raptors to the Ford Proving Grounds for a safety shoot like no other.
These bold, high-impact videos present crucial safety information in a way no Raptor owner could ever resist. The videos reduced damage and warranty claims and brilliantly reinforced the Raptor brand.