Case Study Links

Juanes Tour

Presented the "Ford Sync System Experience" with a live presence and in-language interaction that provided cultural resonance with Hispanic consumers. The mobile program ties into the Juanes concert tour that traveled throughout the U.S. and provided a platform through a 43-foot trailer and tour bus. The mobile execution included interactive education and experience via 2008 vehicle displays, in-language Ford SYNC trained staff, data collection components through digital kiosks and photo retrieval system and premium give away.

Juanes was the spokesperson for the Ford Sync technology; his tour was the marketing platform to introduce the technology to consumers who attended his concert at each city.

New Opportunities

Built Ford Sync brand awareness through the one-on-one experiential activities and product engagement.

Rejuvenated Ford brand through the showcase of new vehicle lineup and technology, thus impacting consumer.

Conclusions

The campaign generated 14,726 hand raisers.