MasterCard launches Hispanic Integrated Marketing Campaign.

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 commercial entitled “Quebradita.” The spot, part of the “priceless” campaign now in its 12th year, is intended to persuade consumers to switch from cash to prepaid reloadable debit cards by emphasizing how to better manage their money through the use of MasterCard cards.

“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 Jogis. “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.”

Quebradita will run in 11 U.S. markets where there is a high concentration of Hispanic consumers: Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix, Sacramento, San Antonio, San Francisco and Harlingen, Texas.

To view commerciaL CLICK on link below:
http://www.youtube.com/watch?v=DfTIbJyuzTA>