Ford’s Lucha Libre

Ford has stepped up its Hispanic strategy with a new year-long effort that integrates interactive, broadcast and grassroots marketing. The campaign centers on the highly popular Mexican wrestling tradition of Lucha Libre, where masked “luchadores” take each other on in the ring. Miami-based Zubi advertising developed the campaign.
 
The campaign introduces various Ford vehicles (The F-150 truck, Fusion, Focus, and Edge) and pairs them with corresponding “luchadores” that are meant to represent them. The campaign will consist of 18 television spots which will run on Telemundo, Univision, and other Hispanic media.
 
Between 100 and 180 community events are scheduled across the country to showcase the different vehicles.
 
The campaign is the latest move in Ford’s recent overtures to the Hispanic market. It is currently running multiple banner ads on younger targeted websites such as music destination Cyloop.
 
Last year, the company spent over $1.5 million in ROP advertising alone, according to Portada Ad-tracking.
 

Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly?


Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation has entered into a binding agreement to acquire all outstanding shares of Time Inc. for US$18.50 per share in an all-cash transaction valued at us$2.8 billion.Meredith adds leading media brands to already strong portfolio of National and Local Media Properties, creating media powerhouse with US$4.8 Billion in Revenues, Including US$2.7 billion of advertising revenues.