MasterCard to launch US Hispanic card campaign

MasterCard is about to launch an integrated US Hispanic campaign for their debit and prepaid cards which will run on US TV. In addition to TV, MasterCard is using Spanish-language radio ads, as well as out-of-home and online advertising. Not new to this, MasterCard has used targeted-Hispanic advertising since 2000.

MasterCard is working in partnership with the Hispanic Heritage Foundation, sponsor of the Hispanic Heritage Awards and Hispanic Heritage Youth Awards, and Spanish-language media company Univision. All channels lead to www.mastercardenespanol.com.

It’s a good example of:

1. Creatives that tell the message in a direct and appealing way which gets the message across.
2. An integrated campaign which in the end leads to the same destination – their US Hispanic website
3. Leveraging community channels to get word-of-mouth working for them which is one of the most important tools when working with ethnic communities.

Source: http://www.adweek.com/aw/content_display/news/e3i7ee3d207fbb1fda379581a68d83757cf

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