So far we've reported on Nextel/Motorola, Cingular, Virgin Mobile and Sprint/Movida's courting of the Latino community in their marketing efforts around cell phone service. Now it's Verizon's turn -- and their approach is totally different. They are focusing on Latinos online, which is, aside from smart, refreshing. It's nice to see that a company actually did the work and found that Latinos are online in droves, or as their campaign says, "living online" and aren't the antiquated, tech-illiterate group other marketers seems to think they are.
According to an article in HispanicAd.com (via Hispanic Tips):
“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”
Verizon also announced its Spanish-language "Get it Now" web site back in May, which features wallpaper, ringtones, games and other add-ons for cell phones.
With regard to their messaging in Spanish, I really like what Verizon has done on the Get it Now site. They don't try to translate the brand name into some awkward Latino equivalent, and the copy is well-written and in good Spanish.
Example:
No porque estés móvil tienes que dejar el mundo detrás.
getWEB te permite llevarte tus sitios de Internet preferidos, como CNN
y Fox Sports. Con Mobile Web 2.0, la información que quieres está a dos
clics de distancia, cuando la necesitas. Ahora con tu teléfono móvil
puedes tener el mundo muy cerca, en tu bolsillo.
$4.99 por cargo de acceso mensual.
Light years from Cingular and their "uso justo" campaign.
I've had Verizon for a little more than 2 years now and I love it. It's refreshing to see that a company I use and trust is reaching out to Latinos in a smart way. I definitely appreciate the fact that they don't translate the names of products and services. This, no matter how small it may seem to others, shows they respect their clients/potential clients enough to not have to "dumb" anything down.
Posted by: Monica Chavez | August 18, 2005 at 09:27 AM
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Posted by: york | November 13, 2007 at 04:58 AM