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Chase launches credit card ad campaign for Latino market

Summary

Learn how Chase is specifically targeting the Latino market, and why they chose to do so.

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Chase‘s new credit card ad campaign targets Latino customers with spots on Spanish-language television stations including Telemundo and Univision.  The ads, which will also appear online at AOL Latino, MSN Latino, Terra Online and Univision Online, employ the tagline “Confia en Ti.  Confia en Chase,” or “Believe in Yourself. Believe in Chase.”

James Andrade, Hispanic market manager for Chase Card Services, explained that with the credit card market for the general population mostly saturated, Chase feels the Latino market is under-served in the credit card arena and in finance in general.  Andrade commented that Chase is targeting Hispanics, a group he notes is somewhat newer to credit, with an aspirational campaign that highlights the newfound buying power that comes with having a Chase credit card.

Chase’s TV spots, which began appearing the week of Oct. 1, 2006, on the major Spanish-language networks, include recognizable music from popular Argentinian group Los Pericos and performer Fito Paez.

The TV spots uses humor to emphasize the possibilities having a Chase credit card can offer.  The first advertisement shows a man walking in a city, mysteriously carrying a scooter helmet.  After he gets a Chase credit card, he zips by the same area riding a scooter.  The second ad presents a woman inserting quarters into various machines.  Once she gets a Chase credit card, the woman is presented happily using her new laundry machine at home, no longer having to visit laundromats.

Chase already offers Spanish-language, direct-marketing materials and bilingual customer service support to credit card holders.

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