Chase is using its new advertising campaign to reach out to Hispanic consumers with a straightforward message: “Chase. Juntos Se Puede” (Chase. Together We Can).
The campaign builds on both Chase’s expanded capabilities to serve Latinos’ banking needs and its Chase What Matters campaign of focusing on what matters most to customers.
“Our commercials show how Chase can help in situations that Hispanic consumers have experienced both in the United States and in their home country,” said Rebeca Vargas, head of the multicultural segment at Chase. “We are also using traditional music in Spanish – including a cha-cha-cha — to deliver culturally relevant messages.”
The campaign, which began June 11, will raise Chase’s visibility as a partner (“socio”) for Latino consumers to provide consumers with the tools and guidance to better manager their money and achieve their financial goals
The nearly 45 million Latino community is the largest minority and fastest-growing group in the United States.
The two TV commercials use the same dramatic black-and-white approach as the broader Chase What Matters campaign, but the stories were developed specifically for Hispanics:
* “Bodeguero” shows a frustrated young Latino who can’t make a purchase at a local bodega because he doesn’t have the exact change. Chase shows how its debit card provides access to a customer’s money anytime and everywhere. The spot promotes a Chase checking account that is free when consumers make five debit card purchases in a statement period. The spot’s music is “El Bodeguero” by Orquesta Aragon.
* “Letter” shows a Latino man opening a letter bearing bad news: He has overdrawn his bank account by overspending on gifts and dates with his girlfriend. At the end of the spot, he slyly uses his cellphone to check his bank account balance before entering a nice restaurant with his girlfriend. The music used in the spot is Nelson Ned’s “Me pasé de la cuenta” — “I spent more than I should have.”
“Our ‘Letter’ commercial uses humor to show consumers how easy it is to use Chase’s mobile banking to help manage their money,” Vargas said. “It’s relevant to talk to Latinos about this service because they or someone they know may have experienced overdrafts.”
The campaign also includes three radio commercials – focusing on the following topics:
* Mobile banking, which also allows customers to request alerts about activity in their accounts;
* Free checking with debit card usage, and
* Chase as the partner “socio” that is ready to help Latinos to better manage their finances.
This new advertising campaign leverages recent improvements Chase has made for Latino consumers:
* The introduction of account-opening documents in Spanish for those customers who select Spanish as their language of preference. Half of all Latinos prefer to discuss their finances in Spanish.
* The creation of Rapid Cash, a free money remittance service that allows Chase consumers to send money to Mexico from their Chase checking accounts. In 2007, Mexicans in the United States sent an estimated $23 billion to Mexico.
“We want to become the financial institution of choice for Latinos at all stages of their lives,” Vargas said. “We want consumers to see Chase as the bank that they can trust and with whom they can partner to achieve their financial goals for themselves and their families”
Chase worked with Lapiz (Leo Burnett), one of the largest advertising agencies in the United States, to create the TV and radio ads. Log onto www.chase.com.espanol/comerciales to view the ads.
About Chase
Chase is the U.S. consumer and commercial banking brand of JPMorgan Chase & Co. (NYSE: JPM). Chase has 156 million credit cards issued and serves consumers and small businesses through 3,150 bank branches, 9,200 ATMs and 290 mortgage offices as well as through relationships with 14,500 auto dealerships and 5,200 schools and universities. It also serves more than 30,000 commercial banking clients, including corporations, municipalities, financial institutions and not-for-profit entities. More information about Chase is available at www.chase.com.
