Page 46 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Our initiatives are grounded and internal and external data with our gut instincts fill in any gaps. This formula has resulted in the Latinx segment delivering over one- third of all daily gross adds nationally and even greater in key markets like Los Angeles, New York, Miami and Chicago.
Are there any particular marketing trends you envision in the next three to five years as it relates to connecting and engaging Hispanic consumers?
LTE (4G) created some innovations like Uber, the evolution of social media, and creation of streaming services. We will be experiencing technology at a different level with 5G and our connectivity with our smartphones.
In a world that’s increasingly connected to mobile devices, 5G will not only enhance smartphone, but will also be a platform for developers to create new immersive experiences, such as Virtual Reality and Augmented Reality. This will lay the foundation for different opportunities to market to Latinx consumers and all others with contextually relevant messages and content during their experience.
What role does culture play in your overall and Multicultural communications plans?
Cultural insights are the connective tissue between the brand and our prospective consumer.
It is important to move beyond stereotypes and create authentic connections. Adapting the General Market’s more rational approach was not differentiating enough for Hispanics for them to consider switching to Sprint. We capitalized on the insight that Hispanics feel more love for their smartphone and the wireless category than non-Hispanics.
Our reality is that we promote our offers given the need to deliver on gross adds. However, the approach we take is one that Luis Miguel Messianu – Creative Chairman-CEO at Alma – consistently reminds us of: promotion with emotion. We prefer to develop ad campaigns that connect with the heart, not the brain, to entice Hispanics to fall in love with Sprint.
Is there a recent campaign or messaging from your company that you are particularly proud of?
While the General Market pursued a more rational approach, Sprint saw an opportunity to reconnect with Hispanic consumers in a more emotional way, playing to the love they feel for wireless in fun and engaging creative. Using iconic Spanish love songs, Sprint adapted the lyrics to clearly lay out the reasons why Latinx consumers should switch to Sprint. Specifically, the current iPhone 11 campaign uses a song from Pimpinela, who re-recorded the lyrics that reference Sprint benefits.