Chevy Says ‘Subete’ to Hispanic Consumers

NEW YORK Chevrolet said this week it will unveil its largest marketing effort targeting Hispanic customers.

The campaign, themed “Subete” (“Come on board”), via Accentmarketing in Coral Gables, Fla., will include TV, radio, print and the Internet.

Chevy said the focus of the ads would be the Silverado full-size pickup, but the effort will also include pushes for the Equinox SUV and the Malibu/Malibu Maxx midsize cars. The campaign features Hispanic celebrities such as soap opera star Mauricio Islas for commercial voiceovers and music by Maldita Vecindad, a Latin music group.

Spending for the new effort was not disclosed. General Motors’ Chevy spent nearly $35 million last year and $17 million through June on Hispanic network TV, per Nielsen Monitor-Plus.

All told, Chevy spent $600 million on U.S. ads last year, and the brand has already spent $400 million through the first half of 2004.

The new Hispanic spots will air on Telemundo during the 2004 Summer Olympics, in particular during coverage of soccer, baseball and boxing. Ads also will run on other Hispanic TV and radio network programs. Print will appear in magazines such as People en Espanol, Latino, Hispanic, Hispanic Business, Fama and Latina Style, and also will run in major Hispanic newspapers in Los Angeles, New York, Chicago, Houston and Miami.

“Chevrolet has always had a significant presence in the Hispanic market,” Sonia Maria Green, director of Hispanic-American marketing at GM, said in a statement. “With ‘Subete,’ we’re sending a powerful message about the transformation taking place at Chevrolet. We have the right product lineup for every lifestyle with the introduction of 10 new products during a period of 20 months.”

Chevy on Aug. 13 will launch a new phase of its “An American Revolution” campaign during the telecast of the Olympic Games’ opening ceremonies, the company has said [Adweek Online, July 9]. Those ads are from Chevy lead agency Campbell-Ewald, an Interpublic Group shop in Warren, Mich.

—Brandweek staff report