MasterCard Launches Marketing, Education Campaign for Hispanics
MasterCard has announced "a marketing and consumer education campaign that speaks directly to U.S. Hispanic consumers. As part of its ongoing efforts to educate consumers about the value of its myriad of payment products, MasterCard released a new 30-second Spanish language Priceless commercial entitled “Quebradita.” The commercial emphasizes how consumers can better manage their money through the use of debit and prepaid MasterCard cards. Translated as “little break,” quebradita is a modern, acrobatic Latin American dance style recognizable by its western clothing, hat tricks and daring flips."
“Hispanics are the largest and fastest growing ethnic group in the U.S. representing about 15% of the total U.S. Population, according to the U.S. Census. As we look to continue to bring value to Hispanic consumers, it is important for MasterCard to be speaking in their language in channels that are relevant to them,” said Chris Jogis, senior vice president, US Consumer Marketing. “Our campaign, coupled with our grassroots education efforts, is designed to build an emotional connection with consumers, first through our advertising, and then by speaking directly with them at a local level through community organizations that they know and trust.”
“Many U.S. Hispanic consumers still rely on cash as their primary tool for managing finances, and in doing so are not able to take advantage of the convenience, security, and cost-savings that electronic payments can offer,” explained Laura Kelly, senior vice president, Global Prepaid Product Solutions. “Understanding the benefits of products like Everyday Prepaid MasterCard cards, which once registered, can enable online purchases, access to ATMs, direct deposit of pay checks, and with Zero Liability* protection for unauthorized purchases, are safer to carry than cash, is an important step toward taking advantage of financial options that make life easier. Our community-based efforts reinforce this through an emphasis on strong financial literacy.”
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