Enterprise Rent-a-Car’s Lee Broughton on his first Hispanic Campaign
St. Louis, MO, headquartered rental car company Enterprise Rent-a-Car just announced "Vamos Por Ti" (We'll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. The campaign focuses on Enterprise's offer to pick up local neighborhood car rental customers at no extra cost. Portada interviewed Lee Broughton, Assistant Vice President, Enterprise Brand Marketing, North America, in order to understand the campaign.
Portada: What is the main tagline of the Campaign?
Lee Broughton, AVP, Enterprise Brand Marketing, North America.: "Our first fully-dedicated Hispanic marketing campaign allows us to share what we're well known for – picking our customers up. 'We'll Pick You Up' has for decades been a service benefit that sets us apart in the marketplace, and we're excited to show how this unique value proposition resonates with different cultures within Pan-Hispanic communities."
Where is the Media Buy being done and what agencies are in charge of it?
L.B.: "Vamos Por Ti" will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year. PHD Media Network handles all media planning and buying duties on behalf of Enterprise, and for this campaign, the spot will be seen on Univision and Telemundo networks in six markets – Dallas/Ft. Worth, Houston, San Antonio, Austin, El Paso/Las Cruces and Albuquerque/Santa Fe. There are also digital buys on YouTube, Hulu Latino and Facebook. The campaign began March 2 and runs through April 12. In addition to "Vamos Por Ti," Enterprise is also debuting a new North American television ad that will launch next week on March 16 across primetime broadcast TV and digital, coinciding with some of the brand's heaviest media buy. The spot, called "Family Reunion," uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her "boyfriend" (a.k.a. the Enterprise employee) who willingly plays along. The "Vamos Por Ti" campaign was developed by Bromley and "Family Reunion" was developed by Cannonball Advertising and Promotion."
How has the messaging been adapted to reach out to the Hispanic consumer?
"Recent qualitative research we commissioned (conducted by Bromley) indicated that while affordable prices and comfortable, reliable, fuel-efficient vehicles lead Latinos to rent from Enterprise, many were unaware that the signature pick-up service is complimentary. We learned that Enterprise’s pick-up benefit answered an unmet need for the Hispanic audience who expressed a desire to learn more about it. We saw an opportunity to emphasize the strength of the Enterprise brand’s neighborhood presence, and focused our messaging on the pick-up benefit available at these locations."