Ford SYNC(R) Integrated Campaign garners a Silver
CORAL GABLES, Fla., June 3 /PRNewswire/ -- The Effies has announced that Zubi
Advertising has won a Silver for its Ford SYNC Integrated Campaign in the
Hispanic Category in the North American competition. The campaign, which
features Grammy Award-winning Latin pop star Juanes, is Zubi's latest
non-traditional, below-the-line campaign with a strong focus on digital.
(Photo: http://www.newscom.com/cgi-bin/prnh/20090603/CL24652 )
"Effies have always been the gold standard to judge the success of a program,"
said COO Joe Zubi. "To win one during these challenging economic times makes
it even more rewarding."
Developed by Microsoft, SYNC is a voice-activated in-car communication and
entertainment system for a user's mobile phone and digital music player.
Unlike other competitive voice-activated systems, SYNC's ability to understand
various Spanish accents is key for the US Hispanic Market, where consumers
have various countries of origin, and varying degrees of acculturation and
language proficiency.
"Juanes was the perfect fit to launch SYNC in the Hispanic Market," said David
Rodriguez, Ford multicultural marketing manager. "Staying connected to friends
and music is part of everyday life for our tech-savvy Hispanic target, and
SYNC brings this power to Ford drivers."
As official sponsor of Juanes' 2008 World Tour, Zubi developed a program with
the Colombian singer-songwriter as the centerpiece to deliver the SYNC message
to the marketplace, educate consumers about the product, and entice them to
test-drive SYNC-equipped Ford vehicles at Ford dealerships. The program
achieved a 30 percent conversion rate of qualified leads to test drives - 15
times the industry average.
The program included the following elements:
-- In-concert integration with "SYNC Zones" at every Juanes
concert location
-- Destination website with exclusive video content and functionalities
-- Online sweepstakes with instant win trivia game and a VIP concert
experience Grand Prize
-- A robust digital media plan including display banner ads,
video-banners,
paid search, and publisher-driven email blasts
-- Print advertising to support the in-concert and online activities
-- Spot radio in the high-Hispanic density tour stops
-- Talking billboards and text-messaging components
About Zubi Advertising
Zubi Advertising Services, Inc. is a full-service and independently owned
Hispanic agency in the U.S. with a proven 36-year track record of
award-winning U.S. Hispanic Market branding campaigns. Headquartered in Miami
with offices in Detroit, Los Angeles and Dallas, Zubi Advertising has
projected billings of $175 million in 2009. Zubi Advertising is proud to
serve its extensive client list, which includes American Airlines, Ford Motor
Company, JP Morgan Chase, Lincoln Mercury, Olive Garden, SC Johnson and
Winn-Dixie among others. Zubi Advertising has grown organically to 122
employees who are dedicated to enhancing the image of the Hispanic culture and
the advertising profession through their actions and work. For more
information, please visit www.zubiad.com.
Media Contact:
Michelle Cobas
305.428.6111
mcobas@zubiad.com
SOURCE Zubi Advertising
Michelle Cobas, Zubi Advertising, +1-305-428-6111, mcobas@zubiad.com
