JPMorgan Chase Launching Cross-Media Hispanic Campaign
Financial services firm JPMorgan Chase & Co., has started pumping millions of dollars into a cross-media campaign that bears the tag line “Confia en Ti. Confia en Chase” (“Have Confidence/Believe in yourself, Have Confidence/Believe in Chase”).
It’s Chase Card Services’ new credit card campaign designed to tap into the 43.5 million person Spanish-language market. Chase is developing TV ads with Hispanic advertising agency Lapiz and online ads with T3 (The Think Tank). Chase has long used Spanish language direct marketing and provided bilingual customer support, but this is Chase’s first foray into Spanish-language TV and websites.
“Chase has a significant Hispanic customer base, but we can do a better job of connecting with them,” said Chase Card Services CEO Carter Franke in a statement. “In talking with current and prospective Hispanic customers during consumer research, we found that we must move to an integrated, Spanish-language marketing effort that is culturally relevant to Hispanics to increase credit card penetration with this audience. We listened very closely to what our customers wanted as we created both our marketing and servicing strategies.”
Spanish TV spots will begin appearing on Univision, Telemundo, Telefutura, and Galavision this week, while online ads will appear on AOL Latino, MSN Latino, Terra Online, and Univision Online.
Reader Comments.
Once again, another big company misses the opportunity to reach a great number of hispanics by ignoring Azteca America. They ignore the fact that Tv Azteca broadcasts more soccoer games than the other networks, and that Mexican viewers in the United States really watch Azteca’s programming.
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