Sales Leads: Verizon Wireless, Sovereign Santander, Goodyear, L’Oreal Paris, Pacifico
A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Verizon Wireless
Verizon Wireless is doing an integrated Back to School campaign. Campaign media includes mobile advertising (educational apps) as well as TV and newspapers in 22 Hispanic markets. Verizon will restart a similarly integrated campaign for Hispanic Heritage in September and October. Zenith Optimedia is Verizon’s media planning and buying agency.
SovereignSantander has a new agency and will soon have a new brand, Adweek reports. Arnold Worldwide won the business after a review that included as finalists Mullen and SapientNitro. Boston-based Sovereign was acquired by Spanish banking giant Banco Santander in 2009 and will be rebranded to r Santander by early 2013. The bank has 722 branches in Massachusetts, Connecticut, Delaware, Maryland, New Hampshire, New Jersey, New York, Pennsylvania and Rhode Island. “This is about both overall branding strategy and migrating the Sovereign brand," said Andrew Benett, Arnold’s global CEO, in a statement. The agency’s initial focus will be to establish an American brand strategy and create an internal campaign aimed at the bank's 8,700 associates in the U.S., before rolling out an external campaign in the middle of next year.
Goodyear has introduced a Spanish language website, espanol.goodyear.com.
The site features elements from Goodyear's North American site that have been converted to provide "better appeal to a growing Hispanic tire-buying population," the tire maker said.
The site features a tire/retailer selection process by vehicle or tire size, including a store locator, tire features and benefits, and suggested retail prices. “This is a continued investment by Goodyear to connect qualified North American shoppers with retailers, while offering consumers easy access to the best Goodyear tires to match their needs,” said Mike Dauberman, Goodyear’s director of interactive marketing. On espanol.goodyear.com, there also are sections dedicated to auto and tire care, Goodyear’s store network, and retail promotions.
- L’Oreal Paris
L'Oreal Paris announced a partnership with one of Mexico's most prominent media personalities, Martha Debayle, as the new face for Excellence Creme Pro-Keratine Hair Color. TV and print advertising campaigns featuring Debayle will begin running in September, and appear across the United States and Mexico in both English and Spanish.
Mexican lager beer, Pacifico, popular among California surfers, is launching its first national advertising campaign across the United States. Pacifico is brewed in Mazatlan, in the Pacific coast of Mexico, and is distributed by CrownImports, a joint venture between Grupo Modelo and Constellation Brands. Crown Imports also distributes Modelo brands Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Victoria. The campaign’s ad budget is US$ 5 million and targets men ages 21 to 34. The campaigns main effort is to promote Pacifico’sFacebookpage through digital media.
- Olay-Herbal Essences – Latina App
For the Latina Extra mobile app launch, Olay is sponsoring the Behind the Cover video interview with Rosario Dawson that readers can access by holding their phones over a page in the magazine. When readers scan the appropriate Digimarc in the magazine, they are taken to a behind the cover billboard informing users that the video is being brought to them by Olay. After watching the video, users see an Olay commercial.
- Herbal Essences, a second major sponsor of the Latina app, is offering 30 days of mobile tips and a sweepstakes for a weekend for two in Las Vegas. The Herbal Essences effort focuses on the idea of indulgence and taking care of oneself. When users scan an Herbal Essences ad in the magazine, it takes them to the home page for the app where there is an Herbal Essences tab. When users click on the tab, they are giving the option to sign up to receive 30 days of tips or to enter a sweepstakes.
- Pizza Patron
Pizza Patrón has opened up the San Diego DMA for development. Currently, the chain has one location and plans to expand to 15 more in the area. Victor Vazquez, Pizza Patrón franchising manager, says that Pizza Patrón seeks a franchise partner for San Diego that is committed to serving the Hispanic community -- someone who wants to be a positive force of change in communities in and around San Diego. Multi-unit developers must have restaurant development or operational experience, and operate existing businesses in or live in San Diego. "This is a great market for us, given the population is more than 32 percent Hispanic and that number is growing," said Victor Vazquez, Pizza Patrón franchising manager. "Since the 1990 Census the southern California region has grown by 12.8 percent. Perfect for our brand!" Pizza Patrón develops its stores in neighborhoods that are predominately Hispanic. The company has taken a product with universal appeal and focused its brand on creating a unique customer service experience for the communities surrounding each store. Pizza Patrón is headquartered in Dallas with 104 locations in 7 states and more than 80 under development, the company locates in predominantly Hispanic neighborhoods.
YouMail, a developer of personalized voicemail applications and services, said today that it has added complete, Spanish-language support to its platform, including supporting automatic Spanish-language voicemail greetings and transcriptions. YouMail said its new Youmail en espanol software provides automatic interaction in Spanish, if the Android OS is set to use Spanish, and can automatically greet callers in Spanish, if a user wants. The service also says it now supports transcription of Spanish-speaking voice messages.
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