Fifth Third: Major Hispanic Marketing Campaign in 2009

“The Hispanic market
is a key growth
segment for
Fifth Third Bank.”
— Larry Magnesen
Fifth Third SVP/CMO

Fifth Third has undertaken a full-scale campaign targeting a key strategic segment to the bank: Hispanics. The campaign, entitled “Las cosas que hacemos por los suenos,” (“The things we do for dreams”) plays with different takes on “The American Dream” — owning a home, taking a family vacation, etc. Each piece offers tips regarding how to make the dream a reality through proper financial planning.

Print ads use the time-tested “fill-in-the-blank” approach: “The things we do for __________ .” Each ad includes a poetic first-person testimonial, a brief copy block and the URL for the bank’s Spanish-version website, espanol.53.com.

“Baby”

“Piggy Bank”

“Chef”

The campaign, which began its initial debut back in April, will run throughout the year in markets within the bank’s footprint: Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids and Indianapolis.

Ads will run in radio, print, out-of-home and online — all in Spanish-language media venues.

The campaign also includes a series of financial workshops and TV vignettes with financial tips for the current economic climate and beyond.

A comprehensive public relations push will support all initiatives, a press release promises.

The campaign is the work of the vox collective, a full service ad agency, that Fifth Third has partnered with on previous multicultural initiatives.

Headquartered in Cincinnati, Fifth Third has $119 billion in assets and has 1,318 full-service banking centers.

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