JPMorgan & Chase Co.'s Chase Bank has launched a Spanish-language
advertising campaign designed to attract Hispanic consumers to
Chase's financial services.
The campaign, which began June 11, includes
two television and three radio commercials developed to appeal to
banked and unbanked Hispanics, according to New York-based Chase.
One television ad plays to the unbanked or underbanked by promoting
free checking and explaining how to use debit cards, says Rebeca Vargas,
head of the multicultural segment at Chase. The other television ad promotes
Chase's mobile-banking services and thus appeals to all market segments,
both unbanked and banked, she says.
Similarly, one radio spot focuses on free checking accounts and the use of
debit cards, while another describes mobile-banking services, according to
Chase. The third radio ad explains how the bank can help Latinos manage
Nearly 45 million Latinos live in the United States, and roughly 35% of
them remain unbanked, according to Chase.
The bank also has introduced account-opening documents written
in Spanish and created a free remittance service called Rapid Cash, which
enables consumers to send funds to Mexico from their Chase accounts