CLIENT
Ford Motor Company
David Rodriguez, Dir.-Multicultural Mktg.
AGENCY
Zubi Advertising Services *Lead Agency
Ayan Valle, Sr. Acct. Exec.
Andres Ordoez, VP-Creative Dir.
Maria Eena De La Noval, VP-Bdcst. Production
Vanessa Wurst, Media Super.
Manolo Zota, Sr. Copywriter
Andres Fernandez, Creative Super.-Integrated Mktg.
Sarima Gracia, Group Creative Dir.
Serge Castagna, Sr. Art Dir.
Rony Cinco, Art Dir.
SUMMARY
The challenge: how to sell Sync, an in-car entertainment and communications system, to young Latinos and help Ford strengthen its position in the car and crossover segments. The objectives were to drive product awareness and education, generate leads and stimulate product trial and purchase. An integrated marketing program leveraged the huge popularity of Grammy winner rock musician Juanes, an ideal spokesperson for Sync. The results? Over 7,000 qualified test-drives of Sync-enabled Ford vehicles, far exceeding the program's initial goals.
