Alvaro Cabal, assistant regional manager for communications for Ford for the South Central region, said: "[It] is a different process than in South America and Latin America. This is not something we will address with advertising. Word of mouth in this specific campaign is really important."
Consumers can go online or to a local Mexican consulate to receive educational materials created by SABEResPODER, which provides culturally relevant educational products. The campaign focuses on three markets: Texas, California, and Michigan. The information is neutral and never specifically instructs consumers to purchase a Ford, Cabal said, but overall, "an educated customer is better for us."
"Yes, we have interests here, and yes, we want to reach out to the Hispanic community" he said, "but at the same time, we want to educate them on how to buy a vehicle."
The campaign is also heavy on media relations. The companies held a press conference on June 25, and have targeted print, TV, and digital outlets. Cabal declined to provide a PR budget for the initiative.
Zubi is Ford's Hispanic advertising AOR, but did not provide PR support for this campaign, rather serving as a sponsor. PR was handled internally by the three companies.