December 5,2006
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Chase Targets Diversity
Chase is reaching out to the burgeoning American Hispanic population, as evidenced by its new Spanish-language TV spots.
The commercials are set to air on Spanish-language TV stations Univision and Telemundo, with more on the books. The ads will focus on the tagline, "Confia en Ti. Confia en Chase," which translated to: "Believe In Yourself, Believe In Chase." A popular Argentinian singing group has recorded music for the commercials, which are meant to be funny and down-to-earth.
Chase hopes that, by targeting the notoriously under-served Hispanic community, they will reach out to many first-time cardholders, and attain a foothold within communities that may have never considered applying for cards before.