AT&T, Vice Speak Spanglish to Attract Young Latinos

By Shawn Paul Wood 

Perceptions may vary, but numbers (and hips) don’t lie.

The U.S. Census tells us that, as of 2010, only Mexico had a larger Hispanic population (112 million) than the United States (50.5 million). With that meteoric rise in people comes money. For advertising.

According to the Latin Post, that may be the reason AT&T has partnered with Virtue, the in-house creative agency of Vice Media, to create the #BetweenTwoWorlds campaign.

The campaign launched yesterday as part of AT&T’s larger Millennial outreach strategy, “The Mobile Movement (TMM)” (which was itself introduced at this year’s SXSW).

ATT_HISPANIC_PEOPLEMAGADThe moniker for the campaign plays on the origin of the “Spanglish” mash-up of English and Spanish.

#BetweenTwoWorlds is a new advertising and social media marketing campaign focused on the lives of multicultural, bicultural and/or acculturated millennial Latinos — i.e., young Hispanics between their teens and mid-30s who easily identify with both mainstream U.S. culture and their Latino background.

For the Hispanic push, the campaign is adding a short, staged video, which runs less than four minutes, as well as two 30-second commercials in which young Latinos discuss living across two cultures and languages. The ads in Spanish will run on Univision and Telemundo, while the bilingual spots will appear on ESPN Deportes and MTV Tr3s, according to AdAge. 

“You still have to get your audience to fall in love with you,” said Catherine Borda, AT&T’s director-youth marketing. “With this generation, where they can smell advertising from a mile away, you have to get creative.”

The move is a shrewd one for AT&T, which leapt from fourth to second place in the AdAge DataCenter list of top U.S. advertisers for 2013 with a $3.27B spend. It is also the No. 2 advertiser in Hispanic media after Procter & Gamble, spending $124.7 million in 2013.

Credits when we get them.