AOL Launches Hispanic Ad Effort.

For the first time ever, America Online, Inc. launched a comprehensive Spanish-language advertising campaign that includes television, radio and print.

The TV advertising campaign launching today, titled “Mouse” (to reflect the ubiquitous Internet tool employed by most computer users), focuses on themes of family, friends, and education and emphasizes the AOL features that are particularly appealing to Hispanics such as entertainment and the ability to stay in touch with people here and abroad. The spots will air on Univision, Telefutura and Galavision.

“The campaign represents the first time AOL has developed multi-media advertising that has been strategically designed to speak to the Hispanic market,” says Mary Ann Donaghy, Executive Director at America Online. “AOL is committed to enhancing features and services to better serve Latinos who are online or planning to come online. This new campaign reflects our commitment to a very important and growing market, one that has unique needs and motivations.”

Donaghy further explains that the new campaign also recognizes that in the US Hispanic market, various language preferences exist in the same household and that is why is it important to communicate both the English and Spanish aspects of the service and in a cultural context which will appeal to Latino consumers.

“We feel confident that this initial campaign will reach the market AOL is targeting – Hispanics who are Spanish-dominant as well as those that are bilingual,” says Elias Weinstock, Creative Director at Casanova. “The two creative spots we developed focus mainly on kids and adults but each have one central theme – to bridge the gap between online and offline worlds and to communicate the fact that ‘real world’ experiences can be accessed and enjoyed online.” The television
campaign is comprised of two 30-second spots that will run in May and again in July. A print component of the campaign will start in May and radio advertising begins in July.

To view two 30-second spots CLICK below:

http://ftp.coloradofx.com/clientservices/clients/AOL/adult.mov

http://ftp.coloradofx.com/clientservices/clients/AOL/kids.mov