MasterCard targets Hispanics with ad campaign
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- May
- 18
MasterCard Inc., the Purchase-based credit card giant, is targeting Hispanics with a marketing and educational campaign that includes a new 30-second television ad.
The Spanish language commercial in the company’s well known “Priceless” series suggests that consumers can better manage their money through the use of debit and prepaid MasterCard cards. The commercial is entitled “Quebradita,” in recognition of a modern Latin American dance style known for its western clothing, hat tricks and flips.
Hispanics, the fastest growing demographic group nationally, account for about 15 percent of the U.S. population.
“As we look to continue to bring value to Hispanic consumers, it is important for MasterCard to be speaking in their language in channels that are relevant to them,” said Chris Jogis, MasterCard’s senior vice president of U.S. consumer marketing. “Our campaign, coupled with our grassroots education efforts, is designed to build an emotional connection with consumers, first through our advertising, and then by speaking directly with them at a local level through community organizations that they know and trust.”MasterCard said that it also has formed a partnership with Univision Communications Inc., the largest Hispanic media company in the country, to develop a financial education series that will be distributed through Univision’s television, radio, and online outlets. MasterCard said that that it also is planning grassroots financial education events in several cities nationally with big Hispanic populations.
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on Monday, May 18th, 2009 at 1:37 pm by Jay Loomis.
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