automotive

Mas Marketing: Ford Pitches Escape During NBA Finals on ABC, in Spanish

Posted by Dale Buss on June 22, 2012 06:06 PM

Every automaker, like many politicians, wants to earn the favor of more of the burgeoning population of U.S. Hispanics. So when Ford got an unexpected opportunity to strike a blow in that regard, it took the chance — and created a moment, just as Nike struck when the Heat was hot. TV viewers of NBA Finals on ABC, between the Miami Heat and Oklahoma City Thunder, may have noticed that, during the last two games, the network ran a 30-second Ford spot for the new 2013 Escape utility vehicle — in Spanish, with English subtitles.

Network ad execs had noticed the huge penetration of Spanish-speaking viewers watching the first two games of the Finals, about one-sixth of the total audience — mainly concentrated in the Miami area. So they asked Ford if the brand wanted to take advantage of the exposure to a Hispanic audience in a mainstream, DVR-proof, primetime broadcast. Ford clearly viewed it as a coup and made a move that also seemed sort of unprecedented.

"They told us it was the highest penetration they were ever seeing of Hispanic viewership of a [non-soccer] sporting event in the U.S.," Matt VanDyke, Ford's director of U.S. marketing communications, told brandchannel. ABC and ESPN, he added, "were interested in testing and learning and observing how the audience would respond to in-language Spanish advertising and asked if we wanted to test and learn with them."

The Hispanic market is important for Ford just as it's launching the Escape. Latinos account for about 13 percent of U.S. purchases of vehicles in Escape's small-utility segment, slightly higher than their share of the overall American vehicle market. In fact, Ford already had been airing for a couple of weeks, on Univision, the spot that it ended up hurriedly adapting for use on ABC during the pro-basketball finals.

In the spot —  a keeping-up-with-the-Gonzalezes type, produced tongue in cheek in the manner of the popular Spanish-TV telenovelas — a family of upscale Latinos fall apart with envy over the neighbors' new Escape. "Either you have it, or you want it," the Spanish voiceover concludes. And the ad ends with the slogan, "Llega mas Lejos," Spanish for Ford's new worldwide brand positioning and tagline, "Go Further."

VanDyke said the networks didn't give Ford a choice whether to go with English subtitles. The gambit seems to have worked just fine for Ford regardless.

Comments

Steve United States says:

This ad was insulting to every American on the planet. What's next...nightly news with English subtitles.

June 22, 2012 11:34 PM #

Work Together United States says:

I'm an American and I'm not insulted.

Why is it insulting? Because we live in a diverse society that speaks multiple languages? Or does Steve's sense of being American feel threatened?

Wake up and smell the 21st century.

June 25, 2012 09:34 AM #

renmendejia ni France says:

té pour Mar-montel le sujet d'un charmant opéra-comique, pour lequel Grétry a composé une musique délicieuse.L'anecdote suivante pourrait bien

n'être aussi qu'un conte : « Il y avait à Âmadan (en Perse), une académie dont les statuts étaient conçus en ces termes : « Les académiciens

penseront beaucoup, » écriront peu et parleront le moins possible. » Le docteur Zeb, fameux dans tout l'Orient, apprit qu'il vaquait une place à

cette académie ; il aurait pu l'obtenir , malheureusement il arriva trop tard. L'académie fut désolée : elle venait d'accorder à la puissance ce qui

appartenait au mérite (ceci arrive dans d'autres pays que l'Orient). Le président, ne sachant comment exprimer un tel refus qui faisait rougir  <a href="www.louboutinfrances.com/">Louboutin France</a>

l'assemblée, se fit apporter une coupe qu'il remplit d'eau si exactement, qu'une goutte de plus l'eut fait déborder. Le savant solliciteur comprit, par

cet emblème, qu'il n'y avait plus de place pour lui : il se retirait tristement, lorsqu'il aperçut une feuille de Rose à ses pieds. A cette vue il reprend

courage, s'empare de la feuille charmante,

June 25, 2012 12:16 AM #

renmendejia ni France says:

et la pose si délicatement sur l'eau Louboutin France
que renfermait la coupe, qu'il ne s'en échappa pas une seule goutte.

À ce trait ingénieux toute l'assemblée battit des mains, et le docteur fut reçu au nombre des académiciens (1). »(1) Extrait du langage des fleurs,

par madame de Latour, p. Cf..Madame de Genlis (1) rapporte à peu près le môme fait, mais qu'elle attribue à Abdulkadri, personnage célèbre chez

les Turcs, et qui voulait aller s'établir à Babylone, où l'on ne voulait pas le recevoir.L'usage où est le pape de bénir, chaque année, une Rose d'or,

le quatrième dimanche de Carême, appelé pour cette raison Dies dominica in Rosa, afin de l'offrir à quelque église, à quelque prince ou princesse,

ne s'est introduit que dans le XIe siècle

June 25, 2012 12:19 AM #

Dan T. United States says:

Very interesting move by Ford. Clearly, the hispanic culture in the U.S. is a huge market for auto makers and it seems that the Finals was a great place to test Spanish language ads on a large audience due to the Miami viewing audience. I am looking forward to see where Ford goes from here and whether or not they continue in the direction of Spanish language ads on major networks.

June 25, 2012 08:47 AM #

Javier Castro United States says:

Too bad the ad agency didn't cast truly Spanish-speaking actors. Sad effort.

June 25, 2012 04:01 PM #

Marc United States says:

Salut, merci pour ce point de vue des choses que l on ne constate plus de la meme maniere. La nature de l homme fait que l on accepte toutes les choses et meme les plus absurdes. Merci a vous de nous rappeler les vraies importances des choses. Encore une fois merci a toi.

June 28, 2012 03:10 AM #

Laurence United States says:

Salut, merci pour ces renseignements. Sympa de nous faire profiter ce savoir. Ce n est cependant pas toujours evident de controler cette situation de mal etre devant les gens. Meme si nous sommes prepares a cette reaction, elle n'en est pas moins plaisante a accepter. En attendant merci pour ces explications.

June 29, 2012 10:25 AM #

Comments are closed

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