Visit Pittsburgh, Keebler, Kraft Heinz, BBVA USA, … and more Sales Leads.
BBVA USA has launched a new ad campaign based on video advertising designed to highlight the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic and reach financial milestones in the future. The ad campaign is designed to highlight the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic. Advertisements were launched on TV, radio, digital, and social media platforms on August 10 in multiple media markets. The Campaign includes two advertisements, both 15 seconds in length, with one targeting a small business audience, and one for a consumer-focused audience. “We want our customers and potential customers to see BBVA USA for what we are – a compassionate bank that creates opportunities for everyone in any situation,” said BBVA USA Chief Marketing Officer Enrique Cornish Stanton. “Our commitment to helping our communities has been demonstrated throughout the pandemic, and that won’t slow down as we move forward as a society. Our 5-year strategic plan places a strong emphasis on financial health, and our actions demonstrated that dedication throughout 2020. This ad campaign further amplifies that message.” In June, the bank also announced two digital updates in development pre-pandemic, launching its new mobile banking app, Mobile 9.0 and expanded transaction detail screen in mobile and online banking. Both aim to leverage the bank’s technology expertise to provide a better experience and more control for customers
Kraft Heinz will continue with Starcom Worldwide for its U.S. media business after launching a global media agency review in March. This represents the biggest media pitch of the year, with U.S. billings alone totaling $578 million annually, according to comVergence. That’s about 85% of the client’s total ad expenditures. This highly competitive pitch kicked off during the height of COVID-19 with holding companies Dentsu Aegis Network, Omnicom, and WPP all participating in the review. The company will up its advertising visibility during the second half of the year, stated CEO MIguel Patricio. “The company plans to increase working media, what consumers actually see, by 30% in 2020 with even greater increases behind the brands that are the biggest drivers of our profitability,” he added.
JOIN US AT PORTADA LIVE, OCT. 14, 2020
To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at [email protected].
Constellation Brands’ Corona beer label has tapped rap icon Snoop Dogg for its “La Vida Más Fina” campaign, the first marketing effort that looks to unify the entire portfolio of Corona beverages, the company revealed in a press release. “La Vida Más Fina” is a fully integrated campaign launching on Corona’s social channels with a dedicated GIPHY library, digital support, PR, and :15 and :30 television commercial spots that will air during the NBA playoffs and finals. In an effort to share a diverse set of perspectives, the campaign will soon introduce other celebrities with their own takes on La Vida Más Fina. Creative agency MullenLowe LA, which signed on with Constellation Brands in March 2019, helped develop the effort. The campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play. As written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook. “La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?” Sales of Corona remain strong, with recent data revealing that sales have increased by more than 17% since March 2020.
Old Navy is showcasing a Lizzo tune in its back-to-school campaign and channeling the singer’s high-energy optimism. The creative, developed with The Martin Agency, transforms Lizzo’s popular song “Boys,” adding fashion-oriented lyrics, including “looks for history, and the class plays, cause gender norms are so passé.” While the retailer uses her song, Lizzo herself is not featured in the ads. Instead, a Lizzo sound-alike female voiceover, Fritswa Baffour, provides the voice for the new lyrics. This year the company is highlighting a wider range of clothing and fashion in its back-to-school effort as students may be dressing differently if they’re schooling at home. The campaign is extended into October to give shoppers extra time to grab new merchandise.The media buy includes digital spots running on broadcast and video networks.
VisitPittsburgh is inviting people to visit Pittsburgh again. A new marketing campaign, “Rediscover Pittsburgh,” aims to drive visitation and encourage local and regional audiences to plan a weekday or weekend getaway in Pittsburgh. Via social media, VisitPittsburgh has been highlighting the area’s three rivers, outdoor dining possibilities, museum visits and overnight lodging for those who need to take some time to relax during such a tumultuous year of the coronavirus pandemic. Tom Loftus, chief marketing officer, said he hopes this campaign will help the city heal from the financial losses it has experienced because of covid-19 and the lack of tourists.