SAN JUAN, Puerto Rico – Ford recently launched its first primary brand campaign, dubbed “Auto Remedio,” in Puerto Rico to accentuate its position as the favorite American manufacturer on the island.
The multichannel campaign shows how brand-exclusive technologies featured across Ford’s vehicle lineup make life easier for drivers. Featuring Fiesta, Focus, Escape and Explorer, the campaign highlights Ford’s leadership in smart technology by demonstrating the many advantages of such features as Active Park Assist, EcoBoost and hands-free liftgate in scenarios familiar to Puerto Rican consumers.
“Ford technologies exceed the limits of what vehicles are able to do,” said Mark Buzzell, managing director, Caribbean and Central America, Export and Growth. “We’ve captured the thrill consumers experience when they interact with these technologies – the confidence of driving a vehicle that can practically park itself, the ease of opening a liftgate with a swift leg motion and the peace of mind of fewer trips to the gas pump. We are certain it will solidify our technology leadership.”
Three television spots, filmed on location in Puerto Rico, are the centerpiece of the campaign, which also includes print and outdoor elements. The ads focus on people with an automotive-related problem who need a solution – or remedy – whether it’s a way to open the back end while carrying packages (answered by the hand-free liftgate), better fuel mileage (EcoBoost engine) or help parallel parking (active park assist). The concept was developed by Team Detroit, Ford’s global advertising team, in collaboration with the local JWT.
The campaign will also promote Ford parts and service and the quality care provided to customers.
“Puerto Rico is an important market for Ford,” said Buzzell. “We value our local customers and realize that in customizing Ford’s global message to suit local tastes, we bring consumers even closer to our brand. Along with proof of the superior Ford driving experience, our local consumers will be delighted to see Ford vehicles in such familiar settings as Old San Juan and Ocean Park beach.”
Late this summer, a second phase of the campaign will bring local consumers even closer to Ford technologies. Consumers will be invited to nominate themselves, family members or friends who may need an Auto Remedio from Ford. Nominations will live online, giving visitors an opportunity to engage with the Ford Puerto Rico Facebook site and homepage. Ford will also leverage its partnership with Idol Puerto Rico, the highest rated show on the island. On a concluding episode of Idol, the contest winner will receive a new Ford that offers the best solution for their particular driving problem.
Ford dominates truck and minivan sales in Puerto Rico. In 2012, Ford experienced a 25 percent increase in the minivan segment — which includes the Transit Connect — and a 15 percent increase in F-150 and Super Duty sales. Ford sold 11,017 vehicles in Puerto Rico last year, a 6.6 percent increase over 2011, securing second place in the Puerto Rico auto sales market.