MERCADEO Versión en español
Daniela Barceló of LAPIZ: UnitedHealthcare has trusted our Hispanic market experience
Liz Unamo| 19 de agosto de 2016
El comercial Competencia de baile es el primer trabajo en español original de la marca
LAPIZ unveiled its most recent work for UnitedHealthcare targeting the Hispanic audience. Daniela Barceló, Account Supervisor at the agency explained PRODU that it is the first original campaign in Spanish for the client. “It was exciting to be part of this campaign, so different from those the consumer is used to see for an insurance company. The insurance category and the health industry are perceived very differently by the Hispanics, for that reason we had to be very strategic in the way of presenting UnitedHealthcare to a segment that does not know it very well.” The spot Competencia de baile (Dance competition) -30 and 60- is part of a series launched for the American market, using everyday moments where accidents occur making them funny. “We not only had to follow that same view, but ensure not to mock our Hispanic consumer.” Last year the client developed a commercial featuring the same actors for both the Spanish and English versions. “This year they decided to go further and chose to develop two different campaigns for each market.” Barceló said that for being only the second year developing a campaign in Spanish and the first of original work, the trust between the client and the Hispanic agency has increased. “With it being a new market for them, they had to trust our experience and that their brand is in good hands, that is easy for us, but in our case and with the relation that exists between them and Leo Burnett, the relationship began growing and we’re excited of beginning the next project with them.”
