Buick Tries New Hispanic Tack

For First Time, Spots Are Made Exclusively for Spanish Speakers
DETROIT–General Motors’ Buick division this week breaks a campaign for the Century model that is its first created exclusively for a Hispanic audience.
Past Hispanic spots have simply been Spanish-dubbed versions of the mainstream work. While they boosted awareness and consideration of the brand, testing showed Hispanic audiences responded more strongly to spots created specifically for them, said Phil Risinger, Century brand advertising manager.
“The Century brand positioning overlaps exactly with the Hispanic lifestyle,” Risinger said. Hispanics want a family car that is a good value, but not at the sacrifice of comfort and amenities, he said. “They want a car they can be proud to drive.”
Two new 30-second TV spots were developed by Hispanic target shop Vidal, Reynardus & Moya, New York, with input from Buick’s national agency, McCann-Erickson Worldwide, Troy, Mich.
The spots will air on Telemundo and Univision, and be offered regionally for use, Risinger said. Buick is adding Chicago and New York to the cities–Miami, Houston, San Francisco and Los Angeles are the others–in which it targets Hispanics. Also, a print effort in magazines and newspapers will launch in the first quarter, Risinger said.
A new Spanish-language Web site, www.centurydebuick.com, was developed by the agencies, with help from interactive specialist Appnet in Troy.
About 1 percent, or 1,000 units, of Century sales are currently made to Hispanics, Risinger said. The goal for 2000 is to boost that to 5 percent, or 5,000, he said.
The spots show people engaged in different “real-life” events talking about how the Century fits into their lifestyle. They use the tagline developed by McCann, “A luxury car for everyone.”
Buick spent $47 million on Century advertising in 1998, and $40 million through the first seven months of 1999, according to Competitive Media Reporting. Risinger would not say how much goes to Hispanic efforts or how that will increase with the new initiatives. K