Ford Focus ‘Te Da Más’ on Univision.

Univision Communications, Ford Motor Company and Zubi Advertising have teamed up to create a national consumer promotion for the launch of the all-new 2012 Ford Focus. As part of the “Te Da Más” (It Gives You More) campaign, Ford will enlist various Univision on-air personalities to encourage viewers to participate in an online sweepstakes. Three contestants will be chosen – one in each category of sports, entertainment and empowerment. Each contestant will then experience an astonishing “day in the life” adventure, joining personalities reporting from Univision’s Sports, Entertainment and News divisions, while capturing their experiences on video. These videos will be submitted to Ford, giving each of the three contestants a chance to win the grand prize, an all-new 2012 Ford Focus.
 
“Univision is thrilled to collaborate with Ford on this dynamic promotion incorporating many of our beloved stars,” said David Lawenda, president of Advertising Sales and Marketing, Univision Communications Inc. “The ‘Te Da Más’ campaign will create buzz within the Hispanic community by combining the breadth of our platform capabilities with viral, experiential and user-generated elements. I can’t wait to see the videos produced from the contestants’ unforgettable experiences.”
 
“Our new 2012 Ford Focus gives more to the Hispanic consumer; that’s the spirit captured in this unique promotion we have created with Univision,” said Dave Rodriguez, Multicultural Marketing manager, Ford Motor Company. “‘Te Da Más’ creates an emotional connection between the consumer and our brand and offers and extraordinary opportunity for the contestants to join Univision’s personalities in an adventure that will create lasting memories.”
 
“These are the types of projects that are an indication of the type of collaboration that our clients are expecting and the Hispanic industry needs to deliver,” said Joe Zubi, COO, Zubi Advertising. “We are confident that it will have the impact it is intended to have with the Univision audience.”
 
With the entertainment experience, a winner and companion will join Univision’s Carlos Calderon in a VIP adventure at an Univision Radio summer concert featuring the Mexican band Reik. With the sports category, a winner and companion will enjoy special access to a major soccer event accompanied by Felix Fernandez, the co-host of “República Deportiva” (The Sports Republic). With the empowerment experience, a winner and companion will spend a day alongside Univision personality Jackie Guerrido, with the opportunity to meet well-known journalists from the network.
 
Ford is supporting the “Te Da Más” campaign with advertising that will run on Univision’s television, radio and interactive media platforms from June 27 through July 24.
 
The “Te Da Más” sweepstakes will launch with Jackie Guerrido, as she presents the all-new 2012 Ford Focus live on the exterior set of “Despierta América” (Wake-Up America). Carlos Calderon will make special live appearances on “Sábado Gigante” (Giant Saturday) from the Ford-branded lounge to encourage viewers to participate in “Te Da Más.” Each Sunday on “República Deportiva,” also on the Univision Network, and on TeleFutura’s “Escándalo TV” (ShowBiz TV), live branded mentions will also promote the multi-platform sweepstakes.
 
To end the sweepstakes, Carlos Calderon, Jackie Guerrido and Felix Fernandez will make a special live appearance on “Sábado Gigante” from the Ford-branded lounge while joining host Don Francisco to award an all-new 2012 Ford Focus to the grand prize winner with the best user-generated video.