FORD MOTOR CO.
ZUBI ADVERTISING SERVICES
Ayan Valle Sr. Acct. Exec.
Andres Ordoñez 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.
FORD SYNC INTEGRATED MARKETING PROGRAM
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.
THE BRAVO GROUP
Sr. Assoc.-Brand Mgr.
Sr. Brand Mgr.
Promo. & Retail Mktg.
Assoc. Creative Dir.
Chief Insights Officer
THROUGH THE VOICE OF A CHILD
Everyone knows Oreo. But only when you know how to eat one,
do you truly understand why it is not an ordinary cookie. Hispanics
were not aware of the eating ritual and thus less emotionally
involved. Seeing the ritual through the eyes of children provided
pride for kids and was appreciated by parents as quality-sharing
time. The creative demonstrating the ritual was breakthrough. The
campaign resulted in 7.7% share growth, and the TV spot ranked
No. 2 Most Recalled in the 2007 Nielsen IAG study.