MERCADEO Versión en español
Vivian Acosta of Cricket Wireless: Transparency and a cat are the key elements of our most recent campaign targeting Latinos
webmaster| 1 de agosto de 2016
Vivian Acosta
No hay gato encerrado (which means “No tricks or pitfalls”, or literally “the cat is out of the bag”) is the most recent campaign of Cricket Wireless, targeting the Hispanic audience. Vivian Acosta, Social Networks Senior Manager of the company explained to PRODU that they worked together with the Hispanic agency Dieste. “We designed this campaign to connect with Latino consumers, using good mood and Spanish to talk about our plans that include taxes and monthly fees.” She added that transparency and the use of the cat were key for the campaign success. “We saw the opportunity of combining both elements: the cat and our plans offering.” The advertising initiative includes Hispanic cultural aspects. “We did research to be sure that the campaign message was effective for those Latino audiences, and the study found that there is more impact on the consumer’s behavior when the advertising material includes aspects of their culture.”The company demanded a competitive campaign, highlighting real fees. “The campaign was more sophisticated. We offered specific content for each social platform, giving the audience a reason to keep on discovering materials related to the cat, the main character of the campaign.” The campaign includes a video featuring a group of cats enjoying their freedom. They dance, eat and drink while showing cheerfully that with Cricket Wireless, monthly rates already include taxes and fees. So clients get their bills without surprises (or cats in the bag).
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