Chase Starts Hispanic Push

NEW YORK Chase mounts a nationwide TV and radio push this month, employing the financial institution’s new tag, “Juntos se puede” (“Together we can”) to showcase services that can help Latinos manage their money.

The marketing effort is the first Hispanic-targeted rollout for Chase since the latter part of 2006 and coincides with the bank’s launch earlier this year of an English-language campaign built around the tag, “Chase what matters.”

Both Spanish and English TV campaigns use black-and-white imagery to highlight the blue hue of the Chase logo, ATM and debit card, with Publicis Groupe’s Hispanic ad shop Lapiz, Chicago, handling creative duties for the Spanish effort.

“This is our adaptation [in Spanish] of ‘Chase what matters,'” said Rebeca Vargas, svp, director of multicultural segments at Chase. “We think that what matters to the customer matters to us and it’s something that applies very well to the Hispanic segment.”

The business and financial goal for Chase is to attract new Latino consumers and to make existing customers aware of the bank’s new services, including mobile banking, a Spanish-language Web site launched in April and stepped-up services at bank branches such as offering documents in Spanish for opening new accounts; the addition of a free money transfer service that allows Chase consumers to send money to Mexico from a Chase checking account; and staffing more bilingual tellers and bank officers who are available to handle the needs of Spanish-speaking customers, Vargas said.

In “Bodeguero,” one of two TV spots created by Lapiz, the frustration of not having exact change is played out in a comical scene inside a neighborhood “bodega,” or convenience store. While the operators of the quintessential mom-and-pop shop point to signs posted throughout that spell out its monetary rule, the Chase debit card is highlighted for its ease and convenience.

A second TV spot, “Carta” (“Letter”), showcases a young Latino in love who opens a letter notifying him that he’s overdrawn his bank account. As he recalls the many reasons for his sudden financial downturn, a love story turned spending spree ensues as he showers his girlfriend with gifts and romantic dinners. As the spot winds down, the financially challenged Latin lover uses his mobile phone to check his bank account balance before he and his girlfriend enter a restaurant for a night out. Call it dramatic irony, or just savvy comedic timing, but the spot’s message is reinforced with background music fitting of the storyline: Nelson Ned’s “Me Pase de la Cuenta” (“I Spent More Than I Should Have.”)

The 30-second TV spots will air primarily via Univision and Telemundo and 60-second radio spots will target network and local market stations with both TV and radio broadcasting in the key Chase markets of New York, Chicago, Phoenix, Tucson, Ariz., Dallas, Houston and San Antonio. The spots are scheduled to air through October. Publicis’ Zenith Media, New York, was responsible for the media buy.

“We’ve always spent a significant amount of money for Hispanic marketing, but this year we are changing the media mix a bit, maybe spending a little more on radio without forgetting TV,” Vargas said. “We’re also doing more grassroots activities, festivals and looking at things that we can do to serve Hispanics in their language of choice.”

Ad spending in Hispanic TV for Chase’s banking and credit card services totaled $8 million in 2007, up from $6 million in 2006, per Nielsen Monitor-Plus.