BOA Launches New Spanish Television Ads To Attract New Checking Accounts & Mortgages.

Bank of America launched four new television ads in Spanish that will reach approximately 28 million Hispanic consumers in some of the company’s largest multicultural markets — including California with 11 million Hispanics and Texas with 6.7 million. Consumers will be able to see the ads on Spanish-language channels such as Univision, Telemundo and other local stations through October 24.

For many Hispanic consumers, these ads are the first time they will see and hear the new Higher Standards brand platform in Spanish: Superacion Constante, which means “constantly striving for the best.” Research shows that these words best convey the spirit and meaning of Higher Standards to the Hispanic community.

Two of the ads feature messages about Total Security Protection and MyAccess free checking with direct deposit. The ads are part of a campaign to acquire 185,000 new checking accounts. The other two feature messages about 80% less paperwork and are part of a campaign to acquire 7,000 incremental mortgage sales. All four follow on the heels of a Spanish language radio, print and billboard campaign that began June 16.

The ads are designed to reach Mexican transitional consumers, those who have been in the United States for more than five years.

“These specific product messages are very attractive to the Hispanic audience,” said Juan Vargas, brand and communications manager for the Hispanic segment at Bank of America. “Bank of America is offering a checking account that will make it easier for them to qualify. Total Security Protection is very relevant because so many Hispanics have remaining trust issues with banks from their home countries. And the mortgage with less paperwork also is a very compelling product to them.”

The ads will run in California markets including Los Angeles, Ventura, Orange County, Riverside, San Bernardino, San Francisco, San Jose, Oakland, Sacramento, Fresno-Merced and San Diego. In Florida, the ads will run in Miami, Fort Lauderdale, West Palm Beach, Tampa and Orlando. In Arizona, the ads will run in Phoenix, Mesa and Tuscon. In Texas, the ads will run in Houston, Dallas/Fort Worth, San Antonio, El Paso and Austin. Other cities include Washington, D.C., Atlanta and Las Vegas.