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Marketers are leveraging the 2014 Soccer World Cup in very different ways. This is particularly important as both Team USA and Mexico as well as many Latin American teams Hispanics roots for have a good chance to classify for  the play-off rounds at the Soccer World Cup taking place in Brazil. Portada presents the first of a series of articles about how major brand marketers are leveraging the popularity of the event and adapting their campaigns. Today we are talking with Paul Edwards, U.S. VP of Chevrolet Marketing on how Chevrolet is adapting its global brand platform “Find New Roads” to the major soccer event.

Paul EdwardsSix new TV spots air during Univision’s soccer programming of the globe’s most prestigious soccer tournament. The first ad, “The New Us”, speaks to the touchstones of family and culture that unite people, and are particularly important to Hispanics. “Connecting with Hispanic consumers in a meaningful way is an imperative at Chevrolet,” says Edwards, ‎U.S. vice president, Chevrolet marketing (photo). “Global football, is deeply rooted with Hispanics and Chevrolet, and is the perfect environment to launch our new approach.”  For the duration of the tournament, Chevrolet will have a major advertising on air presence on Univision, UniMas as well as Univision.com and UnivisionDeportes.com. “We chose to leverage the World Cup to launch the new work, but it will live on past the tournament on Univision, Telemundo and their affiliated networks,” Edwards says. He adds that for “online video, the spots are available on Chevrolet’s YouTube channel and can be seen on Univision.com and UnivisionDeportes.com.”  There will be also print advertising placements.

We chose to leverage the World Cup to launch the new work, but it will live on past the tournament on Univision, Telemundo and their affiliated networks.

Five spots highlight technologies in Chevrolet models like 4G LTE WiFi, the capabilities of the Silverado and Equinox as well as the brand’s “What Do You #PlayFor?”global soccer campaign. The spots airing on Univision were developed by Chevrolet with Casanova Pendril. Carat is in charge of media planning and buying.A new spot by filmmaker Andrew Ellmaker of the United States, will also make its debut during the tournament. The spot was one of 5 finalists for the Chevrolet and MOFILM film program announced in March 2014. The 30-second film features the 2014 Chevrolet Equinox. The film demonstrates how the passion for the game runs from generation to generation, in this case from father to daughter. It will run in contextually relevant matches by Argentina and Brazil.

 It made sense to begin the promotion of 4G LTE with Hispanic customers since they have a high rate of early adoption of technology

Spanish or English?

“These spots are Spanish-only at this time. In the third quarter, the Cruze spot that highlights 4G LTE Wi-fi will begin running in English along with the rest of our 4G LTE content. It made sense to begin the promotion of 4G LTE with Hispanic customers since they have a high rate of early adoption of technology,” Edward notes.

Other Soccer Marketing related efforts

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Last year Chevrolet also announced a three- year sponsorship deal that made Chevrolet the Official Partner of U.S. Soccer and helps the brand leverage the sport’s surging popularity in the U.S., where a soccer player lives in 30 percent of households. We also have a large presence at many U.S. Men’s and Women’s soccer matches around the country. To help with outreach to youth players, Chevrolet has announced a two-year sponsorship of the world’s largest soccer club, Rush (Sports Partners International). Beginning in the 2013/2014 season, the Chevrolet bowtie appears on 70,000 Rush Soccer jerseys across the country. Chevrolet is the Official Automotive Partner of the Club and its first shirt sponsor in the Club’s 11-year history.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Baja Auto Insurance

Baja Auto Insurance announced that it has launched a revamped website and powerful new tools to enable people to easily find Baja locations online. Individual Baja locations all over Texas can now be found for insurance-related queries in English or Spanish at Google and other search engines and will sponsor search results throughout a network of Hispanic Internet destinations. Baja’s new mobile website is location-aware so users can find the closest Baja store with just the touch of a button. “Re-launching our website and the new mobile presence was a strategic imperative for Baja in 2013,” said AJ Jamal, Marketing Director of Baja Auto Insurance.  Baja partnered with YaSabe – a  provider of location-based information for US Hispanics – to manage its online presence in Spanish.

  • Maytag

MaytagMayTag parent company Whirlpool will spend US $50 million on the campaign for a campaign on Maytag appliances. The campaign, which will initially include digital advertising and an online microsite, was created by Team 180, part of the DigitasLBi unit of Publicis Groupe, which was formed to specifically handle the Whirlpool account.Commercials began online last  week and will be more widely introduced via television beginning March 3.

  • Unified Grocers

Unified Grocers, the Los Angeles-based retailer-owned cooperative, said it was pleased with the turnout at its first-ever Hispanic marketing events during the first weekend in January, Supermarket News reports. These events are scheduled to continue throughout the year as part of the company’s new marketing initiative.Participating manufacturers sponsor booths for sampling and coupon distribution. Called “Celebremos!” — “Let’s Celebrate!” — the store-front events are scheduled to be held every weekend at various stores in Southern California, Northern California and Las Vegas, with booths sponsored by participating manufacturers for sampling and coupon distribution. General Mills and Nestlé are hosting four booths each at the first few events, though additional booths featuring more manufacturers are being considered for future events.

  • Starcom Media Vest Group – Magazine publishers

Starcom Media Vest Group introduced Content@Scale, a platform that uses data to connect brands with relevant content from magazines and distributes it across several channels.  Content@Scale allows for total customization and automation and real-time marketing. SMG is aligning its new product with more than 20 publishers, including brands from Time Inc., Martha Stewart Living Omni Media and Glam media.

  • Honda

hondabHonda introduced a new Spanish-language campaign for the 2014 Honda Civic Coupe targeting younger Hispanic adults. The multiplatform campaign, created by Orci, includes appearances by star footballer Rafa Marquez and an infectious techno tune, “Canción de Fútbol” (Football Song), written by Orci and produced by the Spanish electronic music band Kinky. The TV spot, directed by Diego Luna and airing on Spanish-language broadcast and cable networks, shows young fútbol fans listening to the song as they head to a game in their Honda Civic Coupe; they soon notice that everyone around them, including Marquez and thousands of other fans, is singing along to the chorus. The campaign includes online, mobile and social placements. Orci is also handling Honda’s Hispanic Twitter feed, @HondaLatino, which is kicking off the #GolGol campaign.
Separately, Honda launched a digital Agency Review. The Japanese automaker is looking for an agency that can help it become more innovative and target a younger consumer, according to a report in Ad Age. Currently, Honda’s creative agency RPA supports digital marketing and creative for the Honda brand, while L.A.-based Genex handles some digital work, mainly for the Acura brand. Meredith Xcelerated Marketing has also done some digital marketing for the company. In March, 2013 the Honda retained RPA as its creative agency on the Honda business. Boston-based Mullen was awarded Acura creative and Publicis Groupe’s MediaVest tapped as the automaker’s new media agency.

  • Pinta

The Jeffrey Group spun off Pinta, a new cross-cultural ad agency that has opened in the U.S. with offices in Miami, New York and Los Angeles.The new agency will focus in the US Hispanic anc cross-cultural markets. It will offer a marketing services including Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.

  • Brown Forman/Tequila Herradura

Herradura BottlesTequila Herradura named Fallon Minneapolis, a division of Fallon World wide, part of Publicis Group, as the brand’s new global agency of record. Universal Mc Cann will continue to be in charge of media buying and planning. The appointment follows an agency review and Brown-Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-business win in less than two months. Fallon clients include Travelers, Nestlé Purina, Woodford Reserve, H&R Block.

  • Chevy

Chevy has moved all its Hispanic Advertising To McCann’s Casanova Pendrill.  The shift from Omnicom’s LatinWorks to the IPG specialty agency essentially consolidates Chevy’s Hispanic ad business with its general market advertising that is handled by Commonwealth, McCann’s dedicated agency for the General Motors’ Chevrolet account. For now, Omnicom agency Spike DDB will continue to handle Chevy’s African-American ad business. Carat will continue to handle Chevy media buying and planning.

Read previous issues of Sales Leads!

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

SEE A DEMO OF THE DIRECTORY!

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

Maria RohrerMaria Rohrer is the Director of Marketing and Strategy for Chevrolet Trucks, marketing for Silverado, Tahoe, Suburban, Traverse, Avalanche, and Colorado. Prior to her position as Director of marketing, Rohrer was the Director for Chevrolet global marketing operations and focused on global brand alignment for Chevrolet. Portada interviewed her to learn about how Chevy is planning to reverse its 4 points market share loss in the full-size pick up market since 2008. Rohrer also expands on the importance of the Hispanic customer in selected states and Chevy Silverado’s national advertising campaign.

Portada: How important are Hispanics for your 2014 Chevy Silverado campaign and in general for Chevy’s U.S. marketing plan?
Maria Rohrer, Director of Marketing and Strategy, Chevrolet Trucks: “The campaign speaks to truck buyers regardless of gender by emphasizing the strong work ethic, dedication to family and integrity that appeals to truck buyers in particular.”

We understand that 50% of initial production of Silverado was provided to dealers in Texas. How does this strong emphasis on TexasSilverado translate into your marketing and advertising efforts, particularly towards the Texan Hispanic market?
M.R.: We have ’focused a lot of our marketing effort in Texas because one in every six pickups in the U.S. is sold in the state. We are advertising heavily in that market and began the campaign there two weeks before the national launch. We will also be present at general market and Hispanic events throughout the state.”

How important is the Hispanic customer for Chevrolet in terms of overall Chevy sales?
M.R.:’This Hispanic market is very important to Chevrolet particularly in select states. We are trying to engage the Latino consumer authentically. We are integrating with key Latino passion points to become more relevant to buyers. For example with Silverado, the ads show the heart of the truck segment with images of hardworking family men and women at the center.”

Do you market Chevy differently depending on the Hispanic market (e.g. Florida and California) or is there a unified advertising message?
M.R.:'”We can’t discuss our strategy, but know that the Hispanic markets are important to us at Chevrolet and we reach out with consistent and engaging messages both in Spanish and in English.”

GM’s full-size pickup market share fell from 29% in 2008 to 25% last year. How do you intend to reverse this trend in terms of your positioning and advertising?
M.R.:We aim to differentiate ourselves from other manufacturers by taking back the heart of the category. We will appeal to buyers based on their shared values. It is what the song “Strong,” that is featured in both the general market and Hispanic campaign, is all about. The song celebrates Silverado owners who are as dependable and capable as their trucks.”

We aim to differentiate ourselves from other manufacturers by taking back the heart of the category.

What role do dealerships play in Chevy’s advertising plans and where do they invest the majority of their marketing dollars (e.g. online radio or print)?
M.R.:’Chevrolet advertises in a variety of ways through both the corporate brand and through its dealer network, but as a matter of policy, we do not disclose our strategic planning program. We cannot disclose our mix for strategic reasons though.”

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

         

      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

        GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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