Chevrolet Expands Hispanic Ad Emphasis With New TV, Print Work

DETROIT-General Motors’ Chevrolet division is expanding its Hispanic marketing efforts with the addition of a new market and an extensive Spanish-language campaign.
Chevrolet is adding Chicago to the list of cities included in its integrated Hispanic marketing initiative, developed by Accentmarketing, Miami, in partnership with national Chevrolet agency Campbell-Ewald Advertising, Warren, Mich. The 1998 model year campaign kicks off with five new Spanish-language TV spots, including 30- and 60-second versions of a spot for the Prizm that breaks today.
Chevrolet views the Hispanic community as an increasingly important market, said Jim Jandasek, Chevrolet national advertising manager. The division’s sales to Hispanics have increased 50 percent in the last five years, he added.
Accentmarketing, a minority-owned unit of the Interpublic Group of Cos.’ Allied Communications Group, began working with the division and CEA in 1995, when it launched a pilot program in Miami. The Hispanic-targeted effort expanded to Dallas, Los Angeles, Houston, San Antonio, Texas, and San Diego the following the year.
“Hispanic marketing efforts are really an extension of brand management,” Jandasek said. “Chevrolet addresses Hispanic marketing as an integral part of the brand planning process. We’ve incorporated Hispanic marketing into the long-term planning for all our brands.”
Previously, efforts targeting Hispanics were made regionally or locally on an ad hoc basis, he said. “It’s a much more cohesive effort now,” he added.
While some advertisers merely dub mainstream advertising with a Spanish voiceover, Chevrolet recognizes the value of creating original spots that are relevant to the Hispanic community, said Allison Manning-Dowd, Accentmarketing creative director.
Even standard taglines are revised to better connect with Hispanic customers, she said. For example, Chevrolet’s tag in mainstream advertising for the Malibu, “The car you knew America could build,” was altered to “Engineering with a lot of ingenuity” for the Hispanic advertising. The three spots for the brand feature the music of Julio Iglesias.
The five new TV spots will air nationally on Spanish-language networks Univision, Telemundo and Galavision. National print ads break in March in a variety of Hispanic publications.
Efforts for the Chevrolet Prizm include a direct response component of both the TV and print ads. Consumers who call a toll-free number receive a $50 U.S. Savings Bond test-drive incentive, a Prizm product video, a product brochure and an import comparison chart.
Spots for the Chevrolet Malibu and Chevrolet Venture minivan break next month, and will be joined later by spots focusing on Chevrolet’s new Silverado pickup truck, S-10 pickup truck and Blazer.