Hispanics are more likely to own a smartphone than white non-Hispanics, according to Spring 2011 Pew Internet study. Compared to 30 percent of white non-Hispanics, 44 percent of Hispanics own a smartphone. They're also more likely to have any type of mobile phone than white non-Hispanics - 86 percent compared to 80 percent, according to Pew.
"We took advantage and leveraged that," said Brian Anderson, EVP, digital experience at Vidal Partnership, a Hispanic agency.
The idea is to create awareness of the Zyrtec brand among Hispanic women and moms, and move them toward purchase. "The mother in the family is like the CEO," said Anderson of Hispanic moms. A variety of mobile ads, some featuring video, are aimed at Spanish speaking, bilingual and Spanish-dominant Hispanic females aged 25-49.
The first wave of the nationwide campaign launched recently and is set to run through May. For the first mobile-only wave of the campaign, Vidal worked with GoldSpot Media, which has developed an ad unit that detects connection mobile bandwidth. If a user is on a Wi-Fi connection, GoldSpot, a mobile rich media ad platform firm, serves up a video-enabled Zyrtec ad.
Vidal and Zyrtec, "are the first ones who believed in it and tried it," said GoldSpot Media CEO Srini Dharmaji. "In this case since this was the first time anybody is launching this...we wanted to make sure we worked closely with Vidal and our publisher partners," said Dharmaji.
A variety of ad creative messaging is targeted to female Hispanic users on mobile sites including Univision, Telemundo, Viva News, and AOL-Latino, and to Hispanic women searching for allergy or hay fever related content.
Another leg of the campaign's first wave that is yet to launch involves online video ads featuring a game element and coupons, he said. That component of the campaign will run through Tremor Video.
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