Chevy's 'Subete' Campaign Invites Hispanic Customers To 'Come On Board'

DETROIT - Chevrolet is launching its biggest marketing effort ever to reach Hispanic customers. National and local advertising, collateral material and a series of promotions all will carry the theme, "Subete," an invitation to "come on board."

"Chevrolet has always had a significant presence in the Hispanic market," said Sonia Maria Green, General Motors director of Hispanic-American marketing. "With 'Subete,' we're sending a powerful message about the transformation taking place at Chevrolet. We have the right product lineup for every lifestyle with the introduction of 10 new products during a period of 20 months."

Green said there's a strong correlation between Chevy's values and what the Latino market expects and appreciates - namely heritage, family orientation and a portfolio of products that offers something for everyone. The "Subete" campaign is an invitation to experience Chevy products while reaching out to various segments of the Hispanic market in a fresh, contemporary way. The campaign uses talent familiar to its audience, such as soap opera star Mauricio Islas for commercial voiceovers and music by Maldita Vecindad, a Latin rock music group.

The Spanish-language Summer Olympics broadcast on the Telemundo network will provide Chevrolet the marquee to deliver the "Subete" message to hard-to-reach male viewers. Chevy will air 170 spots on Telemundo, which will emphasize soccer, baseball and boxing in its coverage of the Athens Games. Chevrolet advertising will focus on the Silverado full-size pickup, but will also include commercials for the Equinox small SUV and the Malibu/Malibu Maxx midsize cars.

Advertising also will run on other Hispanic TV and radio network programs as well as in a variety of magazines, such as People en Espanol, Latino, Hispanic, Hispanic Business, Fama and Latina Style. Print ads will run in major Hispanic newspapers in Los Angeles, New York, Chicago, Houston and Miami.

Chevrolet's 56 Hispanic dealers will support with their own "Subete"-themed advertising, giving the brand a one-voice approach to the Hispanic market, Green said. "Subete" was created by accentmarketing, Coral Gables, Fla.

Chevrolet also will be the title sponsor for the second consecutive year of El Premio de la Gente-- Latin music fan awards, the Hispanic awards show, in which the public chooses their favorite artists in 14 different musical categories. The awards event takes place on Oct. 21 in Los Angeles. Chevy will be closely tied to promotions surrounding the awards, including participation in seven regional events with celebrity-nominee appearances during the voting period mid-August through early October timeframe; a Chevy hotlink and 15-second pop-up spot on the web site for voting; promotional media buys in eight major Hispanic markets; displays and vehicles at the awards show; and six spots on the awards broadcast.

Reaching out to young, trend-setting Hispanics in Los Angeles, Chevy will team with the local LATV network to sponsor five in-studio concerts along with a free concert Oct. 17 at Citadel Outlet Mall. LATV will tape the concert for later broadcast.

Also in connection with the "Subete" marketing effort, Chevy will sponsor the annual College Guide produced by Hispanic magazine, identifying the top 25 colleges and universities for the Hispanic community and will refresh its web site (chevysi.com) in order to incorporate the "Subete" look and feel.