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Chase launches multi-million dollar Hispanic ad
campaign
October 10, 2006 -- "Confia
en Ti. Confia en Chase." "Have Confidence/Believe in yourself, Have
Confidence/Believe in Chase" is the tagline for a multimillion-dollar
Hispanic advertising campaign recently launched by Chase Card Services (NYSE:JPM).
Creating greater Chase brand awareness and loyalty within the Hispanic
market by delivering credit card product advertising in Spanish is the goal
of the national campaign, Chase announced today.
Television and internet advertising and corporate sponsorships are some of
the marketing channels that Chase is utilizing for the widespread campaign.
Chase has worked closely with Lapiz, one of the top Hispanic advertising
agencies in the U.S., to create television advertising, and with
award-winning T3 (The Think Tank) to develop online advertising and
strategy. Until this launch, Chase Card Services had provided
Spanish-language direct marketing materials and bilingual customer service
support for Hispanic customers, but had not advertised on Spanish-language
TV networks or online sites.
"Chase has a significant Hispanic customer base, but we can do a better job
of connecting with them," said Carter Franke, chief marketing officer for
Chase Card Services. "In talking with current and prospective Hispanic
customers during consumer research, we found that we must move to an
integrated, Spanish-language marketing effort that is culturally relevant to
Hispanics to increase credit card penetration with this audience. We
listened very closely to what our customers wanted as we created both our
marketing and servicing strategies."
Laurence Klinger, senior vice president and chief creative director for
Lapiz, said: "This campaign reflects how Chase enables the Hispanic consumer
to achieve more in life and to have access to more opportunities. This
message of empowerment is achieved by using real-life situations through
documentary-style cinematography and recognizable music, helping to
communicate that message of optimism."
The Hispanic population is the largest and fastest growing ethnic segment in
the United States, according to the U.S. Census Bureau. The U.S. Hispanic
population is currently at 43.5 million or 15 percent of the U.S.
population, with expected growth to 48 million by 2010, and 60 million by
2020. The purchasing power of Hispanics in the U.S. was nearly $736 billion
in 2005 and expected to spike to nearly $1 trillion by 2010. However, less
than 45 percent of the Hispanics residing in the U.S. have credit cards.
Two Chase Spanish-language television spots began to air this week during
various programs on key Spanish-language networks - Univision, Telemundo,
Telefutura, and Galavision. The commercials feature music from Argentinean
group Los Pericos and musical artist Fito Paez. Also beginning this week,
advertising will run on popular internet sites AOL Latino, MSN Latino, Terra
Online, and Univision Online.
Chase has ramped up its marketing in direct mail, events and via Chase
branches in local markets. Chase Card Services has also been a corporate
sponsor of The Hispanic Heritage Foundation's "Hispanic Heritage Youth Award
for Academic Excellence" for nine consecutive years. The 20th Annual
Hispanic Heritage Awards gala ceremony was held at the John F. Kennedy
Center for the Performing Arts in Washington, D.C., in early September. The
event was broadcast on Telemundo and NBC stations. Chase sponsorship of the
Latin Grammys will be seen in advertising on MSN Latino for a month,
beginning in mid-October.
"Our goal is to be the card that Hispanic customers prefer and their banking
institution of choice," Franke said. "In addition to the new advertising
effort, Hispanic customers can depend on the innovation, flexibility and
convenience of Chase cards to meet their individual needs."
Consumers are encouraged to learn more about Chase credit card products and
services by visiting http://www.tarjetaschase.com, http://www.chase.com/espanol
or a local branch.
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