Euro RSCG 4D Impact Tunes In Hispanic Audiences
Nov 2, 2007
Targeting Spanish-speaking U.S. consumers with packages involving soccer and boxing is a natural, given Hispanics' long tradition of passion for those sports. But in researching the market for client DIRECTV, Euro RSCG 4D Impact found that U.S. Hispanics are rapidly growing the fan base of "American" sports.
The agency found that transplanted Latinos who have spent more than half of their lives here have an affinity for American football, basketball and other sports.
"As people are acculturating themselves in the United States, they don't lose their traditional interests in sports; they add to it," said Alberto Perez, who wears two hats as Group Concept Director and Director of Hispanic Marketing at Chicago-based Euro RSCG 4D Impact, a strategic, return-on-investment-oriented provider of a unique spectrum of consumer-targeted marketing services. "Hispanics want to watch the football [soccer] that they grew up with, but they also love American football," said Perez. "They are becoming super-fans."
With this in mind, the agency created the "Fútbol Más Football" tour for the DIRECTV Más service and its broadcasting partner ESPN Deportes. (Más also plays off the DIRECTV Más bilingual service name.) Running through November, the tour involves an 18-foot gooseneck trailer traveling to sporting and community events in nine key markets, promoting DIRECTV Más service packages with bilingual programming including ESPN Deportes, HD programming, Hispanic-targeted shows, and advanced technology such as DIRECTV's DVR or digital video recorder.
This effort is a clear indication of Euro RSCG 4D Impact's strength in the field of multicultural marketing. Within the last 12 months, the agency has taken a leadership role in the area of Hispanic marketing, aided by 15-year marketing veteran Perez, whom they pried away from Relay Marketing.
"We've always done a fair amount of Hispanic-targeted marketing, but it was generally more about taking general marketing campaigns and recreating them," said Brad Wirz, the firm's VP of Experiential Marketing. "We wanted to be strategically smart about developing new platforms and ideas for our clients, from soup to nuts."
Euro RSCG 4D Impact's Hispanic business has experienced double-digit growth for the third consecutive year, and Hispanic marketing is a growth engine as "the market is growing exponentially," said Wirz. "Plus, the segment has a huge amount of disposable income."
PepsiCo has been working with the agency to market both its beverages and Frito-Lay snacks in Southern California. Efforts include sampling and ticket giveaways (to Shakira concerts, for example) that are integrated with broader campaigns.
Euro RSCG 4D Impact has also linked a number of different brands with English as a second-language (ESL) classes to educate newcomers while introducing them to the brands. Chevron, for example, offered lessons on how to get insurance, what the road signs mean, and other basic driving tips. Kraft explained coupons and how to read nutrition labels, and Cingular taught the community about U.S. telephone communications. "These ESL classes are often poorly funded," said Wirz." Bringing brands on board helps boost the curriculum."
For all of its programs, Wirz said the 20-year-old company's commitment to excellence "consistently delivers proven results, and enhances our clients' market share, sales revenue and brand recognition." All of the design elements of the Fútbol Más Fútbol tour are bilingual, as are the Brand Ambassadors who interface with consumers.
For more information please visit www.eurorscg-impact.com.
