MERCADEO Versión en español
Aldo Quevedo of Richards/Lerma: The creative process of the MetroPCS campaign is perfect example of the Total Market concept
4 de diciembre de 2013
Como imagen de la campaña para ambos mercados se escogió a Carlos Santos, humorista puertorriqueño
Aldo Quevedo, creative director of Richards/Lerma, spoke with PRODU about the latest campaign developed for the agencys client MetroPCS Communications, Inc. entitled 40 y Punto. Were very pleased with the result and with the response from consumers and distributors of MetroPCS Quevedo said.One element of the campaign is a TV spot Wedding by Miguel Moreno, new brand creative director at Richards/Lerma, and which communicates through the use of humor the point of the campaign: showing that the brand offers excellent prepaid wireless phone service for just US$40.According to Quevedo, the creative process for this campaign was developed jointly by Richards/Lerma and Richards Group, the agency which manages the account for the general market. We were very much involved in the campaign for the general market, since MetroPCS has many multicultural customers, so we as Hispanics contributed a lot to the American strategy. In fact the spokesperson is Carlos Santos, a Puerto Rican who speaks perfect English and perfect Spanish, and this is a way to be relevant for both markets and make sure the campaign is totally unified he said.The creative said that what went on during the process with the joint participation of the two agencies turned out to be a perfect example of what Total Market means. Every brand has a way of using it and this was ours for MetroPCS Quevedo said.
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