Filed Under: Blogante Business, Business, Espanol, Marketing & Advertising, Press Releases
Tagged: advertising campaign, La Comunidad, Peru
View: Subjects | States | Metros :: Site Map
Hispanic Group, la primera agencia de publicidad independiente propiedad de una minoría y especializada en ofrecer estrategias dirigidas a nacionalidades específicas dentro del mercado hispano de Estados Unidos, informó hoy que la campaña “Construye Perú, Compra Perú”, lanzada hace solo un mes, ha generado un gran interés entre los peruanos que viven en Estados Unidos. De hecho, el anuncio se ha convertido en uno de los videos más vistos en YouTube, a nivel mundial y comerciantes ya han experimentado un incremento en la demanda de productos peruanos.
“En Hispanic Group sabemos que la comunidad hispana en los Estados Unidos no es homogénea y que para ser efectivos en la comunicación de nuestros clientes debemos buscar símbolos acordes con la idiosincrasia de cada uno de los grupos dentro dicha comunidad. “Construye Perú” es un ejemplo de nuestra creatividad a la hora de generar campañas étnicas efectivas,” dijo José Luis Valderrama, presidente y fundador de Hispanic Group.
La Cámara Peruano-Americana (PERUSA Chamber of Commerce) es cliente pro-bono (de servicio social sin costo) de Hispanic Group y fue así como la agencia de publicidad se involucró en el desarrollo creativo de la campaña “Construye Perú, Compra Perú”. La misma está dirigida a alentar a los peruanos en Estados Unidos, a comprar los productos de la nación sudamericana.
El anuncio comienza con una simple pregunta: “Tú eres peruano, vives en Estados Unidos. ¿Qué harías por Perú?”. Las respuestas incluyen: construir un puente, una escuela o una cancha de fútbol y finaliza diciendo “elegir productos peruanos, voy a comprar peruano porque cada vez que lo hago le doy trabajo a un peruano”.
El equipo de Hispanic Group desarrolló el concepto creativo y consiguió que el talento musical, Eva Ayllón entre ellos, donara los derechos de la canción para que pudiese ser adquirida gratuitamente a través del web site de PERUSA. Además, la agencia maximizó la visibilidad de la campaña al añadir al plan de medios la utilización de YouTube.
“Nuestro objetivo es llevar el mensaje a la mayor cantidad de personas. La campaña va a través de televisión y prensa escrita, principalmente en medios dirigidos a la comunidad peruana. Entre los auspiciadores de la campaña está Sur Corporation, con sus Canales Sur y Sur Perú. Además, Hispanic Group vio la posibilidad de ayudar a PERUSA al alojar el video en YouTube y la reacción del público ha sido maravillosa,” indicó Valderrama.
En menos de un mes el video “Construye Perú, Compra Perú” ha sido visto por más de 24,000 personas y ya ha sido incluido en la lista de los 80 videos mas vistos en YouTube. Este sitio en la web es muy popular ya que aloja una gran variedad de clips de películas, programas de televisión, vídeos musicales y vídeos caseros. Lo que significa que el anuncio desarrollado por Hispanic Group ha logrado captar la atención de los visitantes de este sitio aún cuando compite contra contenido de origen muy variado.
Los enlaces a vídeos de YouTube pueden ser también puestos en blogs y sitios web personales. Muchos de los que han visto “Construye Perú, Compra Perú” ya han transferido el video a sus sitios personales. Además, la gran mayoría ha dejado mensajes en el blog de YouTube expresando el impacto emocional que ha tenido el ver estas imágenes de su país al estar lejos.
“Logramos nuestro objetivo de maximizar el mensaje ya que hemos llegado a todo tipo de personas, desde peruanos jóvenes recién mudados hasta personas mayores que llevan mucho tiempo fuera de Perú. YouTube ha registrado clicks de todos los estados de la nación Americana, además de países tan lejanos como Sudan y Argelia,” comentó Valderrama. “Este anuncio es el ejemplo perfecto de que al tocar los botones racionales y emocionales de la audiencia se logra la acción deseada.”
Y es que los mismos visitantes del blog en YouTube se han puesto como meta generar un millón de visitas al video y así fomentar la demanda por productos peruanos alrededor del mundo. Esto ha desarrollado una oportunidad no solo para el comercio tradicional, sino para el comercio electrónico. Por ejemplo, muchos han tratado de conseguir, a través de la Internet, las camisetas que usan los protagonistas del video.
Según Javier Payet, dueño de Belmont International Trading Corp., una empresa que ha introducido la marca Belmont en el mercado Hispano y dedicada a la distribución de productos peruanos tanto en supermercados como en restaurantes, ya se ha notado el incremento en la demanda de bienes peruanos. “Por lo general, los peruanos están muy orgullosos de sus raíces y consumen productos peruanos. Sin embargo, luego del lanzamiento de la campaña quienes no sabían dónde conseguir ciertas marcas, ya han comenzado a procurarlas en tiendas y se está generando una demanda adicional,” afirma Payet.
Esta es la fase inicial de una campaña que contará con un segundo anuncio esta vez dirigido a la comunidad estadounidense invitándole a probar un producto peruano. La iniciativa forma parte de los proyectos que desarrolla PERUSA para aprovechar las ventajas que ofrece el Tratado de Libre Comercio (TLC) firmado en 2007 entre Estados Unidos y Perú.
Para ver el anuncio favor de visitar: http://www.perusachamber.com/
Acerca de Hispanic Group
Hispanic Group es la primera agencia de publicidad independiente propiedad de una minoría que se especializa en ofrecer estrategias a la medida para dirigirse a nacionalidades específicas dentro del mercado hispano de Estados Unidos. La empresa ocupa el lugar #12 entre las Agencias Hispanas de Publicidad en Estados Unidos y está entre las 10 primeras firmas hispanas independientes, según la lista que publica la revista Advertising Age en el suplemento Hispanic Fact Pack. Con su sede principal en Miami y oficinas en Nueva York y Los Ángeles, la empresa tiene un equipo de 40 profesionales con amplia experiencia en mercadeo, posicionamiento de marca, publicidad, televisión y compra de medios. Hispanic Group se caracteriza, además, por su capacidad única de ofrecer acceso inmediato a equipos locales de investigación de mercado en 42 ciudades de Estados Unidos con más de 700 personas trabajando en campañas específicas según las necesidades de sus clientes.
- Twitter: advertising campaign, La Comunidad, Peru
- Wikipedia: advertising campaign, La Comunidad, Peru
- YouTube: advertising campaign, La Comunidad, Peru
- Google: advertising campaign, La Comunidad, Peru
- Google News: advertising campaign, La Comunidad, Peru
- Bing: advertising campaign, La Comunidad, Peru
- Bing News: advertising campaign, La Comunidad, Peru
- Yahoo: advertising campaign, La Comunidad, Peru
- Wordpress.com: advertising campaign, La Comunidad, Peru
- Ask.com Blog Search: advertising campaign, La Comunidad, Peru
Knowledge is Power and this page is just the start. Hispanics/Latinos are a growing diverse force in this country. Check out some of the 54,809 items found on this site below or dig into the Site Map
Best of the Rest
- November 23, 2009
- No Probable Cause? No Problem!: A U.S. Citizen Says He Was Detained Without Probable Cause by the Maricopa County Sheriff’s Office, and Then Jailed for Traffic Violations
- New breast cancer screening guide will disproportionately hurt black and Hispanic women
- Women and Minorities Getting Left Out of Green Job Market, New Study Finds
- Americans Running South: Why We are Flocking to Mexico for Work
- On the mayor’s agenda: ‘Civilize’ Mexico City – Marcelo Ebrard
- Wild Horse Activists Fly Banner Over Denver Calling Salazar “Slaughter Czar”
- In Argentina, One Person Dies Every 28 Hours from Police Repression
- Lou Dobbs Calls Himself Latinos’ ‘Greatest Friend,’ Denies Tying Leprosy To Undocumented Immigrants – Interviewed by Maria Celeste on Telemundo’s Al Rojo Vivo
- November 21, 2009
- A federal judge dismissed dozens of immigration charges Thursday against the former manager of a kosher slaughterhouse, at the request of prosecutors who had already won a conviction on multiple counts of financial fraud. – Postville news
- Meg Whitman’s Latino Outreach & the Pete Wilson Connection – CA politics
- Poetry Series Spurs Debate on the Use of an Old Slur Against Latinos – “Spic Up/Speak Out” — at El Museo del Barrio
- Marco Rubio, A Crossover Success – (good read)
- A fire destroyed 106 houses in the Ecuadorian Pacific coast city of Guayaquil and left more than 500 people homeless, as well as 14 children with symptoms of smoke inhalation.
- LatAm Immigrants Are Changing Spain, Sociologist Says
- Mexico’s top domestic security official said Friday that sectors of the general public have cooperated with drug cartels in the violent border city of Ciudad Juarez, and the government is about to launch new social programs there to combat gangs.
- Pro-Castro mob attacks spouse of top Cuban blogger – Yoani Sánchez
- Miguel H. Díaz is first Hispanic to represent U.S. at Vatican
- Efrain’s Corner: A Response to….”Puerto Ricans in New York Struggling…Still” Comment
- Puerto Ricans in New York Struggling…Still – Puerto Ricans are some of the most prominent figures in New York politics and culture, so some people are surprised when they hear that, overall, Puerto Ricans are among the poorest and least educated New Yorkers. Almost a third in New York are living in poverty.
- Lalo Alcaraz on Lou Dobbs (departure from CNN)
- November 20, 2009
- Police in Peru say gang members killed people to drain their fat for cosmetics
- Mexican authorities predict fewer Mexican immigrants will be back home for Christmas
- Interview with Aurora Anaya-Cerda, owner of La Casa Azul Bookstore – NYC
- We need an honest definition of who is a “real American”
- Immigration Reform: The Phone Call Heard Around the Country – On the call were Rep. Luis Gutierrez, D-Ill.; Nydia Velázquez, D-N.Y.; and Rep. Raúl Grijalva, D-Ariz. Immigrant rights advocates from various parts of the country also spoke.
- Digital out-of-home (DOOH) Effectively Reaches Latinos On The Go – few marketers truly utilized digital media when reaching out to the Hispanic community.
- A week after abruptly quitting his longtime job as a CNN television news host and commentator, Lou Dobbs said on Thursday he is considering career options including possible runs for the White House or U.S. Senate.
- ICE Assistant Secretary John Morton announces 1,000 new workplace audits to hold employers accountable for their hiring practices
- In Virtual Town Hall with Immigration Reform Activists, Gutierrez Promises Bill By December
- Economic Blame Game: U.S. Unemployment is Not Caused by Immigration
- November 19, 2009
- Shakira Refuses To Do Interviews In Spanish
- BMI Foundation Announces Opening of 7th Annual peermusic Latin Scholarship Competition
- Video: Sofia Vergara’s “Modern Family” Costar Trashes her on “Chelsea Lately”
- The Cuban band Septeto Nacional de Ignacio Piñeiro can legitimately claim to be inventors of salsa. But it last played in the United States when Franklin D. Roosevelt was president, and there was no telling when it might be able to return — until the very slightest hint of a thaw in cultural relations between the United States and Cuba quietly brought the band to New York early this month.
- Mexico’s Drug Violence Gives Rise To Vigilantism
- The wave of crime besetting Puerto Rico seems to be out of control with 800 murders being committed here so far this year, but the island’s top police official says the problem does not fall exclusively within his department.
- The University of Panama indefinitely suspended classes on Wednesday after confrontations between students and police during a protest against alleged U.S. involvement in plans to build new military installations.
- There are 16 million children in immigrant families in the United States
- Over the last 3 years, high schools that received the lowest marks from the city have been the ones with the highest percentages of poor, black and Hispanic students, despite an evaluation system that was meant to equalize differences among student bodies, according to an analysis by The New York Times of school grades released this week.
- Who seriously wants the Cuban trade embargo?
Latest Essentials
- November 23, 2009
- New Study: U.S. Hate Crimes Fall Slightly In ‘08; But Data Is Limited
- San Antonio’s Museo Alameda in financial straits
- It is Better to “Spic”? When Were Ricans Ever the Model Minority?
- Al Carlos sits down with Nancy De Los Santos, writer. Period.
- Guapa, it’s your genetic ancestry I love – study of DNA found that within Mexican populations, people tended to pick partners with similar proportions of Native American and European ancestry, while in Puerto Rican populations couples had paired up based on their shared balance of European and African ancestry.
- November 21, 2009
- Hispanic Caucus: ‘You Lie!’ Outburst to Blame for Senate Health Bill Provision on Illegal Immigrants
- Central American nations will demand $105 billion from industrialized countries for damages caused by global warming, the region’s representatives said on Friday.
- “They” Are “Us”: The Devastating Effects of Broken Immigration Policy on Children in Immigrant Families
- November 20, 2009
- Hispanic lawmakers say an old adversary, White House chief of staff Rahm Emanuel, has his fingerprints all over a push to prohibit illegal immigrants from buying health insurance plans in a new market for people who don’t get insurance through their employers.
- Some U.S. Democrats see momentum building for an overhaul of immigration laws that would legalize millions of undocumented workers, but analysts say a crowded agenda and struggling economy may once again sink hopes for reform next year.
- The current global crisis will cause the number of poor people in Latin America to rise by 9 million to 189 million this year, the U.N. Economic Commission for Latin America and the Caribbean said in a report presented on Thursday.
- Do Long Island Police Ignore Hate Crimes?
- Mexican migrants are spending more money on taxes in the United States than on the remittances they send home to relatives, according to a new study by Mexico’s largest bank, BBVA Bancomer.
- Ana Maria Perez Gonzalez, said to be the oldest woman in the world, died in Mexico this week. She was 119.
- Part of a Cuban blogger’s essay that advocates lifting the ban on U.S. travel to Cuba was read aloud at a House Foreign Affairs committee hearing. – Yoani Sánchez
- November 19, 2009
- TOP Ten reasons you should watch Lopez tonight not Conan
- Migration Policy Institute (MPI) Report Finds Immigrants Hit Harder During Economic Downturn than Native-Born Workers
- After a 3 year trial of producing regionalized news for several top 10 Hispanic market stations via the Telemundo Production Center in Dallas, the network is reverting to producing local news. Dallas, Houston, San Antonio, Phoenix and San Jose will once again have locally produced news.
- Nacional Records Sampler 2009 | The New Sounds Of Latin Music – 21 FREE mp3s over at Amazon – (cool!)
- Ironically, Latinos should be greatful to former CNN blowhard Lou Dobbs – commentary by Albor Ruiz
- When White Writers Do “Latino” Issues – It was chaos this week in the LA Weekly’s virtual mailroom, which received a deluge of reactionary attitude in regard to Christine Pelisek’s cover story “Chaos in the Casitas: Lawless, south of the border–style speakeasies get a grip on L.A.”
- More Than 60,000 Americans in 45 States Organize for Immigration Reform
- New Report Shines Light on Detainee Rights Violations in Minnesota
- CIS Report Attempts to Erase 100 Years of Data on Immigrants and Crime
- Video: Senator Menendez Speaks on Behalf of Hispanic Farmers’ Discrimination Lawsuit + update
- November 18, 2009
- New Report: More Than 2 Million Hispanic Households With Children Face Hunger – Hispanic households with children experiencing very low food security up almost 50%
- On November 18 at 8:00 PM Eastern time/5:00 PM Pacific, all across the country people are hosting house parties with their families, friends, neighbors, churches, classmates and anyone else who supports comprehensive immigration reform for America.
- Video report of Latina forced to give birth while in chains in Maricopa County, AZ courtesy of Sheriff Joe Arpaio (en Español)
- California’s Republican gubernatorial candidate Meg Whitman told a group of supporters Tuesday that she is making an unprecedented effort to attract Latinos to the Republican party – in South El Monte
- Hundreds of defendants awaiting trial for violent crimes in Dallas County have been deported by federal immigration officials and then set free in their home countries. – The practice goes back to at least 1991 and includes the release of murder, kidnapping and child rape suspects.
- Environmentalists alarmed by Puerto Rico policies – Sweeping from lush mountain rain forests to pristine beaches, a corridor of land protected by Puerto Rico’s last governor hosts dozens of rare and endangered species and was championed by celebrities who helped fight off resort proposals. – Now new Gov. Luis Fortuno has revoked the reserve as part of a drive to bring jobs and investment for the U.S. territory’s struggling economy. And activists see a broader pattern of looser protection for the island’s environment.
- Deporting undocumented students affects the chances for legal return if Congress doesn’t address it in immigration reform bill
- Eleventh-hour criticism is arising over President Obama’s nomination for United States attorney in northern Iowa of a prosecutor who had a leading role in the criminal cases against hundreds of illegal immigrants arrested in a May 2008 raid at a meatpacking plant in Postville, Iowa. – Stephanie Rose
- From a group calling themselves Electronic Civil Disobedience comes the Transborder Immigrant Tool, a simple mobile application intended to aid and abet border-crossers from Mexico to the United States by mapping the safest routes to take. – This GPS app is built to work on the cheapest cell phones available.
- Report from America’s Voice: The New Constituents… How Latinos Will Shape Congressional Apportionmention After the 2010 Census
- November 16, 2009
- 15th annual Mariachi Vargas Extravaganza in San Antonio – more than 1,000 professional & student musicians participating – 8-day festival of mariachi competitions, workshops, presentations, serenades & concerts attracts more than 15,000 visitors annually.
- Money Trickles North as Mexicans Help Relatives – reverse remittances from Mexico
- Scarlet “A” will dominate immigration reform rhetoric – Greg Tejeda on immigration reform & Janet Napolitano’s speech
- The first Texas Hispanic legislators didn’t want to go public when they organized some 40 years ago out of fear they might be considered “un-American.” – Today, the Mexican American Legislative Caucus (MALC) is growing in influence — and raising record amounts of money — as Texas’ population turns increasingly Hispanic.
- Supporters of tough U.S. sanctions against the Cuban government have given more than $10 million to congressional campaigns over the last seven years
