Yvette Peña, VP de Liderazgo Multicultural Hispano/Latino y Estrategias de Audiencia de AARP
In a huge 360° multicommunicational effort, aimed at Hispanics, AARP launches a new campaign under the slogan Dedicarte a Ti es Hacer Más Por Tu Familia, in which they assert their new slogan: Juntos es Posible. “We know Hispanics seek a reliable ally to support them in their goals and dreams and to help them turn goals and dreams into real possibilities” stated Yvette Peña, VP of Multicultural Hispanic/Latino Leadership and Audience Strategies at AARP. “With this new campaign we are aiming to optimize our community focus and emphasize areas of great cultural and emotional importance, such as: health, money and love.”The campaign seeks to catch the attention of multigenerational users and involve the whole family in AARP, based on statistics that support the fact that Hispanics overconsume in the use of smartphones, console videogames and high-definition TV.Among the parts of the new campaign, created by d expósito & Partners, there are two 30 second TV messages (El Padre de la Novia and La Tía). In a strategic exchange of roles, the younger ones in the family are who boost those who are 50 or older to dare and pursue their goals and life their lives fully. The new AARP campaign has additional communication instruments, including, online video content, press ads, radio spots, web/mobile deployments, event activations and a micro-website.
