Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Ford’s Newest Hispanic Campaign Turns On ‘Luchadores’

The effort uses the Mexican version of professional wrestling–in which masked
luchadores compete–to extol the virtues of the Ford Edge crossover,
Focus and Fusion cars, and the F-150 truck. The campaign’s theme line:
“Campeones del Camino” (champions of the road).

~A

MediaPost Publications – Ford’s Newest Hispanic Campaign Turns On ‘Luchadores” – 03/05/2008
FORD HAS LAUNCHED A YEAR-LONG Hispanic-market ad campaign in the largest car market in the U.S. The Hispanic campaign uses the Mexican version of professional wrestling–in which masked luchadores compete–to extol the virtues of the Ford Edge crossover, Focus and Fusion cars, and the F-150 truck. The campaign’s theme line: “Campeones del Camino” (champions of the road).

The campaign, via Ford’s Hispanic marketing agency, Zubi of Miami, will comprise 18 TV spots, plus interactive and grassroots efforts for local sales promotions. In the launch spot, the four vehicles are introduced along with the luchadores who embody them.

Filed under: auto, Consumer, Hispanics

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