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.
Related Article: Hispanic Digital Media Buys, Which companies/agencies get it and which don’t? (Feb. 2008)