Ford – Chinese New Year Event


The Northern California Ford dealers were sponsoring the Southwest San Francisco Chinese New Year Event and Parade, the largest new year celebration in the U.S. attended by millions each year. Since Asian American customers perceive Japanese imports as being superior to domestic brands like Ford, our task was to elevate the Ford brand.


  • Demonstrate Ford’s technology superiority to elevate Ford’s brand and product image perceptions among Chinese Americans
  • Earn interviews and articles
  • Generate leads


The Ford sponsorship included a display at the San Francisco Chinese New Year community event plus exposure in a parade broadcasted to millions of viewers. We created a booth with promotional items and in-language Chinese product specialists on hand.

AAAZA worked with the product specialists to help them elevate brand perception, answer questions, demonstrate Ford’s commitment to quality and technological advancements as well as increase presence in the parade.


  • Over 1100 consumers opted in to receive more vehicle information 
  • 34% said they planned to buy a vehicle within 7 months
  • Ford representatives Yongbo Qian and Kris Zhu were featured on Skylink TV and the parade telecast
  • Ford’s participation in the event was covered by print and TV including China Press, Sing Tao and World Journal


Ford Ads
Ford Event