Amscot Financial launches first multi-ethnic, bilingual Hispanic campaign.

Amscot Financial launches its first multi-ethnic, bilingual Hispanic campaign. The broadcast campaign, spearheaded by G ADMarketing Communications, will air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, beginning in early June.

“Amscot understands the consumer’s need for a conveniently located, reliable financial service provider that is sensitive to their daily financial routines,” said Ian McKechnie, Amscot founder and CEO.

The radio and television spots aim to introduce an executional approach that reflects the inclusive, multicultural and bilingual makeup of the Amscot Financial brand which services everyone from small business owners to busy families to savvy young adults. Also, the multi-ethnic approach directly addresses the vast cultural distinctions throughout the target markets. A Florida Trend article points to the state’s Hispanic breakdown as 6.5 percent Cuban, 4.5 percent Puerto Rican, 3.3 percent Mexican and 0.7 percent Nicaraguan.

Using a recent PEW study as a model, one that found over half of Latinos (51 percent) describe themselves through their family’s country of origin rather than through a pan-ethnic term like Latino or Hispanic and less than one-quarter (24 percent) of Hispanics use “Latino” or “Hispanic” to describe themselves. G AD team’s strategic plan was to establish a brand tone that is authentic, trusting, familial and respectful of its diverse marketplace.

“The campaign communicates Amscot’s sensitivity to the full, busy lifestyle of its Hispanic audience by providing a full array of product and service offerings within a respectful and friendly environment, to ensure its customers the financial accessibility, convenience, flexibility and mobility they need,” said Gabriela Alcantara-Diaz, Founder and President of
G ADMarketing Communications.

To view commercials CLICK on link below;

‘Special Treatment’ – A humorous look at a cultural nuance, on how even friendly service can be misconstrued as flattery.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/010%20Special%20Treatment.mov>

‘Padrisimo’ – A portrayal of Amscot’s established customer relationships through a customer-centric situation depicting cultural affinity within a single ethnic group.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/019%20Padrisimo.mov>

‘Old Place’ – A look at how young adults are open to new financial alternatives and eager to introduce them to the older generation with more traditional financial ties.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/020%20Old%20Place%20or%20Amscot.mov>

‘Construction Workers’ – An inside look at South Florida’s diverse workforce, communicating Amscot’s growing presence in the market and unique free offerings.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/022%20Construction%20Workers.mov>

‘Water Heater’ – A day in the life of a bilingual, Hispanic young family going about their business and easily overcoming mishaps through Amscot’s cash advance.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/026%20Water%20Heater%20Bilingual.mov>

‘School Orchestra’ – A look at how Amscot cash advances are helping Hispanic families provide their children with extra curricular activities to help develop their talent and share with their peers.
http://www.magnoliapost.net/AdPartners/Amscot/FinalQTs/017%20School%20Orchestra.mov>