Page 43 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Is there a recent campaign or messaging from your company that you are particularly proud of?
Our latest communications campaign is showing great success. It centers on a keen insight developed in conjunction with d expósito & Partners.
There’s this fact that, in the life of Hispanics, there are things that somehow happen naturally, like sparking conversations with many words in Spanish in diminutive (cafecito, mijito and names, like Paquito, Laurita, etc.). The campaign is quite clever and it also plays on why, at times, a natural switch happens between speaking Spanish and English without even realizing it in a conversation.
We leveraged several of these situations not only in our advertising but also in our soccer sponsorships (things we can’t explain that happen in fútbol) or working with influencers (things they can’t explain that happen to them).
It is also important to note that while this is a very specific Hispanic insight, it curiously carries some degree of universality as it also has meaning outside the broader Latino Cultural Context. Most people can identify with it as something similar or familiar they may have experienced. We do not want to alienate anyone exposed to the message outside that realm.
Is there a brand outside of your industry that you believe is making a strong connection with Hispanic consumers?
There are two that come to mind that are driving deeper connection with this important audience: AARP and Sprint.
AARP is changing the narrative on aging by creating movements that redirect the conversation – such as DisruptAging, and are participating in local market events and activations.
In the case of Sprint, it seems that they have significantly stepped up their commitment to the Hispanic audience. They have considerably increased their media presence in the Hispanic market, their messaging is culturally relevant, and clever, and they are engaging Hispanics with key “passion points” such as music and sports.
Do you have a favorite superhero?
H
Yes! Superman all day long. He’s a powerhouse who uses his abilities to benefit mankind and is
deeply committed to those he loves!