MERCADEO Versión en español
Yvette Peña from AARP: Research was a key piece in the campaign because it led us to better understand our consumer
Liz Unamo| 15 de agosto de 2016
La tía es uno de los spots de la campaña diseñada por d expósito & Partners
For Yvette Peña, VP for Multicultural Hispanic/Latino Leadership and Audience Strategies at AARP, the advertising campaign Dedicarte a Ti es Hacer Más Por Tu Familia, reflects the current reality of their Hispanic audience, the influence and exchange of ideas between generations. “Hispanics over 50 years of age represent 50% of the segment´s total growth. Many times, the Hispanic consumer doesn´t have tools in Spanish to help and inform them on extremely important topics such as health, finances and personal development” she told PRODU. For AARP it is important to understand their consumers beyond the language they speak. “That is why for this campaign, research was a key part that led us to understand better our consumers. And that, together with d expósito & Partners, enabled us to create a campaign with a fresh and relevant focus that levels with the inter-generational Hispanic consumer, maintaining the identity of the brand.”For example, says Peña, they used the expression Salud, Dinero y Amor as part of the campaign since it not only has an important cultural connotation, but also encompasses the essence of AARP.”This new focus led us to evolve the previous slogan, Posibilidades a Tu Alcance, to an adaptation of the general market slogan Real Possibilities, to Juntos es Posible. It is a slogan that matches Hispanics behavior in general and, together with the tools that AARP offers, can help achieve more than if they did it on their own.”
