2009 SILVER

HISPANIC

FORD SYNC INTEGRATED MARKETING PROGRAM

FORD, FORD MOTOR CO.

David Rodriguez, Dir.-Multicultural Mktg.

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.

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.