Ford Focus: More Than a Car!

With the launch of the Ford Focus, Ford Motor Company is placing an emphasis on Hispanic consumers across the nation. According to recent data, nearly 57 percent of sales to Hispanic consumers are for small to mid-size vehicles. For Ford, Focus is the vehicle built with the Hispanic consumer in mind and the advertising campaign surrounding it further proves this point.

In an advertising campaign built by Zubi Adverting, the Hispanic consumer will be able to discover that the Ford Focus is more than a car. According to Ivan Calle, creative director, the campaign focuses on creating an emotional connection and dynamic that not only expresses the spirit of the Focus, but connects with the audience in a fresh and innovative way.

The Focus launch, which includes solid marketing and advertising strategies, includes 15-second television commercials that demonstrate to the viewer why the Focus is more than just a car. According to Calle, there were more than 100 auditions conducted in both the United States and Latin America for the commercial spots, until the perfect voice was identified to represent the vehicle on television and radio. In all outreach efforts of this campaign, including radio commercials, priority was placed on adequately portraying the look and feel of the Focus while having all listeners and viewers successfully make a connection with the Focus.

Without a doubt the individual components of the advertising campaign demonstrate why the new Ford Focus is more than just a car. The commercials use clear examples and highlight the features the Hispanic consumer will find most interesting, such as the incomparable fuel efficiency, Active Park Assist, impressive MyFord Touch technology that connects you with your people and your music and the stylish and aerodynamic design.

The Focus’ features highlighted in the advertisements are important because they demonstrate the technology, safety, fuel efficiency and quality of Ford and its vehicles. With an estimated 40 MPG, this sporty vehicle marks the next step in the evolution of Ford’s impressive design. The inclusion of technology such as SYNC and MyFord Touch replaces many of the buttons, knobs and dials traditionally found in vehicles with colorful LCD screens and corresponding steering wheel five-way button controls. The Ford Focus is truly a comprehensive vehicle.

For Ivan Calle, Ford’s history is very similar to that of Hispanics. Ivan compares the constant evolution of the Focus with the drive Hispanics have to push themselves, excel and become better at everything they do. “Achieving goals is very important to us,” says Calle. “We strive to be better each and every day.” That’s the spirit that drives the Ford Focus: More than a car!

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