Trilhe o novo
A year-long brand platform for Troller, the Brazilian 4x4 inside Ford — written to keep the historic owner base without closing the door to a new generation.
Context
Troller sits in a rare symbolic place inside Ford do Brasil: a Brazilian-built 4x4 made in Horizonte (Ceará), carried by an owner community that recognises each other on the road. Working on it meant listening before writing anything.
The audience was widened to AS 25–50, crossing veteran trolleiros with a newer profile — the Outdoor Lifestyler: people who live in the city but organise their weekends around being outside, even when the outside is closer to a park than a trail.
Out of that reading came the platform Trilhe o novo — a verb that could carry the launch campaign, the community activation, the seasonal content and the conversation with the dealer network under the same idea.
Challenge
The brand spoke well to its historic base but had to open a conversation with a new generation that reads adventure as taste, not as trophy. The task was to show a single truck to very different profiles — from the raiz trolleiro to the Mostly Urban buyer, through Weekend Trail and Commercial use — without diluting what makes Troller matter to the people who already own one.
Role
I led strategy on the account for Content House. My work was framing the platform, defining the audience clusters, and writing the brief that then became a manifesto film, a seasonal web-series, and the community activation calendar. Creative direction was with Clarissa Sá; media planning with Jaime Lopez.
Approach
Listen to the owners first
Field immersion with proprietários, authorised workshops, and trail communities to hear the real vocabulary of the brand before proposing new language.
One verb, not one campaign
Trilhe o novo was designed as a verb that could open a manifesto, thread a web-series, and label a community ritual — not as a tagline for a single film.
Seasonal, not sporadic
A calendar aligned to Mother's Day, Valentine's, Family Holidays and Father's Day, each episode written from the Troller point of view — never a generic date piece with a logo on the end.
Community as platform
Somos Trolleiros and Família Troller carried the platform into the Troller Brasil Festival and the Salão do Automóvel, letting owners produce the campaign alongside the brand.
Execution
- 01Brand platform 'Trilhe o novo' and verbal territory
- 02Manifesto film and seasonal web-series scripts
- 03Annual owned-channel content plan, month by month
- 04Visual and tone-of-voice guidelines
Outcome
The platform held historic and new audiences under one flag and became the umbrella for campaigns, content and community activation over the following months — reinforcing what makes the marque distinctive inside the wider Ford portfolio.
Credits
- ClientFord do Brasil / Troller
- AgencyContent House
- StrategyBruno Rothstein
- CreativeClarissa Sá
- MediaJaime Lopez
