This is a great spot created by Miami Beach-based la communidad for Subway for the U.S. Hispanic market in 2006. I think it is very insightful from a human (gender role identity) perspective and transcends cultural lines. I think it gets cultural in the actresses ultra-hyper delivery of her lines and is generic enough to work in all markets. It is also cleverly edited from the male actor’s perspective.
The overly simplistic, but SUPER-insightful video released last week by Microsoft titled “Bring the Love Back“….yes MS…reveals the often one-sided, ego-centric relationship that exists today between brands (and their agencies) and the consumers that buy their products.
In the Hispanic market, brands, to some degree, have had to do a great deal of listening in order to correctly service their Hispanic consumer base. Not by choice, but because they are afraid of public failure.Many only get one shot to do it right.But in the general market, that is really not the case. And as marketers become savvy of the Hispanic market, I believe this too will begin to occur.
A huge step back for Hispanic women? Completely. Offensive and derogatory? On almost on every level. Shame on you TDoT.
But then I watched the general market version and I realized that these people were suffering an overall marketing death-wish and and a case of bad creative.
I wonder how the agency was able to sell this concept to the client. It must have gone something like this…”Our strategy is to remain top of mind by further stereotyping TX as home to beauty pageant rejects and Latina ho’s. Our secondary strategy is to isolate both of these segments by upsetting them so much they will never forget to register their vehicle again.” Read the rest of this entry »
A new report from Forrester Research reveals that 51% of U.S. Hispanics who use the internet prefer Spanish-language websites, while 23% are Spanish dependant. The Hispanic Consumer Technographics report also states that 49% of Hispanic adults are online at least monthly, up from 45% in 2005.
Tamara Barber, a researcher at Forrester Research, reported that device ownership is growing among Hispanics. This includes mobile devices like PDAs and ipods. I have found various pieces of research that back these findings that show Hispanic out-indexing the general market in instant messages, rich media consumption and use of multiple devices at once. Other results of her research include the following:
Hispanics are more likely to listen to Internet radio than general market consumers.
POV: I believe that this could be because Hispanics are springing up in remote markets with small Hispanic populations like NC, Seattle and Virginia. The Hispanic market is also more likely to want to listen to stations from back home. When I lived in Orlando, I got a kick from watching NBC-6, Univision 23 and listen to Y-100 (local affiliates and stations for you non-ad people)…and we’re not talking another country. Although Miami is technically another country.
MIAMI, Florida (AP) — Indie rocker Eric Monterrosa checks his ElHood.com Web page at least three times a day, answering fans, surfing for other new Latin artists and keeping in touch with friends from his native Colombia.ElHood is sort of a bilingual MySpace promoting the latest in Latin music, and for Miami-based Monterrosa, it has become a personal and professional lifeline. It is also the latest in a wave of Hispanic social-networking sites building links across the U.S., Latin America and Spain, all hoping to capture coveted advertising dollars.
“A lot of Latin artists are plugged in,” Monterrosa said. “So if you want to find them it’s easy. If you go to sites like MySpace, you have to go through all sorts of genres, types of music, and languages.”
About 56 percent of Hispanics in the United States use the Internet, compared with 71 percent of non-Hispanic whites and 60 percent of non-Hispanic blacks, according to the Pew Internet and American Life Project. But the number of Hispanics online jumps to 67 percent among 18- to 27-year-olds — the group most likely to visit social-networking sites and one coveted by advertisers.
The online gathering spots allow users to post profiles and keep in touch with friends, as well as expand their circle of acquaintances. Ads and partnerships that help spread new music keep the sites afloat.
ElHood’s easy-to-use tools make it a breeze for first-time surfers — artists and fans — who often mix Spanish and English in their profiles. Read the rest of this entry »
This blog was developed to discuss issues affecting Hispanic marketing today. It is also intended to offer a fresh perspective different from the scripted media coverage currently being offered in the industry.
