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 Group worked with Ford's engineering and legal departments to calibrate the project's message. Then our Creative teams got to work. The production combined sharp, in-studio filming with rigorous, on-location running footage. Ford gave Tweddle Group two trucks to work with and unprecedented access to the hills, forests and streams of their proving grounds. We captured the Raptor as it jumped, forded streams and executed terrifying g-outs.
Tweddle Group produced a series of bold, proper-use videos. 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—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.