Chase Launches Hispanic Effort

NEW YORK JPMorgan Chase has launched its first broad national Hispanic advertising campaign to create brand awareness and loyalty for its Chase Card Services business.

The Spanish-language campaign is called “Confia en ti. Confia en Chase” (“Believe in yourself. Believe in Chase”). Developed in conjunction with Chicago-based Lapiz and Austin, Texas-based T3, it consists of television and online initiatives along with corporate sponsorships, according to the company.

Two Spanish-language TV spots began airing this week during various programs on Univision, Telemundo, TeleFutura and Galavision. The commercials feature music from Argentinean group Los Pericos and musical artist Fito Paez. Online ads on AOL Latino, MSN Latino, Terra Online and Univision Online also entered circulation. The budget was not disclosed, though Chase described it as a “multimillion-dollar” campaign.

“This campaign reflects how Chase enables the Hispanic consumer to achieve more in life and to have access to more opportunities,” said Laurence Klinger, senior vice president and chief creative director for Lapiz, in a statement. “This message of empowerment is achieved by using real-life situations through documentary-style cinematography and recognizable music, helping to communicate that message of optimism.”

Prior to this campaign, Chase had provided Spanish-language direct-marketing materials and bilingual customer service support for Hispanic customers, but had not advertised on Spanish-language TV or online sites.

“Chase has a significant Hispanic customer base, but we can do a better job of connecting with them,” said Carter Franke, client chief marketing officer. “In talking with current and prospective Hispanic customers during consumer research, we found that we must move to an integrated, Spanish-language marketing effort that is culturally relevant to Hispanics to increase credit card penetration with this audience.”

Chase has ramped up its marketing in direct mail and events via Chase branches in local markets. Chase Card Services also has been a corporate sponsor of The Hispanic Heritage Foundation’s Hispanic Heritage Youth Award for Academic Excellence for nine consecutive years, the company says. Chase sponsorship of the Latin Grammys will be seen in advertising on MSN Latino for a month, beginning this month.

While Hispanic purchasing power hovers around $800 billion and is expected to reach $1 trillion in the next few years, Chase said data indicate that less than 45 percent of Hispanics in the United States have credit cards.