Page 38 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
Gavilan.Hispanic Market Overview conducted a special Q&A with Sprint to discuss their commitment to Latino audiences. The answers were provided by the company after connecting with key executives across the C-Suite.
HISPANIC MARKET OVERVIEW: What is the key message Sprint wishes to convey to U.S. Hispanic consumers?
SPRINT: Our main message for this campaign is that Sprint is the carrier that helps soccer fans truly get into Fútbol Mode, enabling our customers to be connected to world-class soccer content made available through our partnership with Telemundo Deportes, virtually anytime and anywhere, even during work hours, as majority of this summer's games are scheduled during those times.
The proof point from a product perspective is that consumers who switch into Fútbol Mode can stay connected while in Russia with free text, free voice, and free high-speed data, a special promotion during this summer’s soccer games.
HMO: Is this different than the "total market" message? If so, why? If not, how does the creative reflect the target Hispanic consumer?
SPRINT: This campaign is geared toward soccer fans that truly have a passion for the sport and want to have special access to content surrounding the upcoming games like never before. Our marketing and program efforts are targeted at both Spanish- dominant and bicultural Latinos. We are primarily focusing on the
Hispanic consumer. However, the language of soccer is universal and we have developed content for the total market including some of our mobile tools and our Fútbol Mode hacks. We hope that all consumers can get into Fútbol Mode, and we have some unique programming to help them do so.
HMO: Is there a particular tie-in to the World Cup, soccer and Sprint that is the focal point of the creative effort?
SPRINT: The focal point is Sprint te pone en Fútbol Mode en todo momento. Sprint’s efforts include a contest featuring soccer legends Carlos “El Pibe” Valderrama, Jorge Campos and Claudio Suarez, sweepstakes, and a Prince Royce soccer anthem collaboration.
HMO: Who was at the table, in terms of all interested parties, from the conceptualization to the rollout phases of this effort?
SPRINT: Sprint Multicultural Marketing, along with our CMO and Executive Chairman, are at the decision-making table as it pertains to concept approval and rollout. We work with our marketing partners at Alma, M8, FRUKT, Horizon, Octagon, Prize Logic and APC Collective to develop the most relevant messaging, creative strategy, story and placement of our campaign assets and programming.