Research showed Latino consumers to be “smart and savvy” shoppers who were seeking a wider choice of grocery stores than their non-Latino counterparts.
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We crafted a campaign that aimed to create new customer relationships and solidify existing relationships between Wells Fargo and its growing Hispanic clientele in a competitive marketplace.
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There was an established belief in the auto insurance industry that Hispanics would only purchase a policy through an insurance agent or broker given the overwhelming cultural preference for a personalize, one-on-one relationship.
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We established a three-prong strategic approach that would combat smoking based on the umbrella platform that “we all pay the price for tobacco whether we smoke or not”. The three messages addressed the key barriers in a very matter of fact way.
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We realized we had to depict EPSON’s new brand image in a way that would visually engage the consumer and feel tech savvy.
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The strategy was to develop a well-focused message that would identify with Hispanics and to own a cultural link between the community and the brand.
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Based on our research with Hispanics, we learned that prospective buyers would not walk into a dealership they did not know and only went to stores where there friends took them or where they already had a contact or referral.
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The challenge was introducing a Mexican-style cheese in the Los Angeles market and competing with American giants such as Kraft.
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With everyone’s busy lifestyle and competing priorities, saving energy does not register as a top priority.
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The challenge for Time Warner Cable was to reach consumers who were not prepared for the digital transition and convert them into Time Warner Cable subscribers quickly and cost effectively.
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