Automaker Ford will kick off a new, multi-channel marketing campaign dubbed “Auto Remedio” today, through which it seeks to shows how brand-exclusive technologies featured across its vehicle lineup make life easier for drivers.
The effort highlights Ford’s leadership in smart technology by demonstrating the advantages of features such as “Active Park Assist,” “EcoBoost” and the automatic rear 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 for Ford’s Caribbean and Central America region. “The thrill consumers experience when they interact with these technologies is something that we have captured in these ads; 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 are some of the ‘Auto Remedios’ featured in this exciting new campaign.”
“We’re certain it will change perceptions about our brand and continue solidifying our technology leadership,” added Buzzell.
Three television spots, filmed entirely on location in Puerto Rico, are the centerpiece of the campaign, which also includes print and outdoor executions during its first phase. Ford’s global advertising team in collaboration with the local JWT office developed the concept for the campaign that will begin airing on local television starting today, with print and outdoor executions to soon follow.
“Puerto Rico is such 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 in this campaign,” he added.
A second phase of the campaign will bring local consumers closer to Ford technologies, as they will be called upon to nominate themselves, family members, friends or anyone they know who may need an “Auto Remedio” from the automaker.
At the end of 2012, Ford reported a 25 percent increase in the minivan segment — which includes the Transit Connect work van — and a 15 percent increase in the F-150 and Super Duty truck segment. Ford sold a total of 11,017 units last year, representing a 6.6 percent increase over 2011, securing a second place position in the Puerto Rico auto sales market.