The campaign, called “Conversemos de Tus Finanzas” (Let’s Talk About Your Finances) is coordinated with Wells Fargo’s “Conversations” initiative.
The six-week campaign launched Oct. 13 and includes custom segments on Telemundo’s “Un Nuevo Día” daily talk show, as well as sponsored segments on its celebrity gossip and lifestyle program, “Al Rojo Vivo” and its news program, “Noticiero Telemundo.” The featured content includes vignettes and reports on money management and credit featuring “Un Nuevo Día” co-hosts Rashel Diaz and Diego Schoening.
The campaign also includes social media components, directing visitors to a dedicated Web page on Telemundo.com’s finance section, with 30-second video spots delivering financial advice, as well as tools and resources for personal financial management.
The campaign also serves to highlight Wells Fargo’s relationship with U.S. Hispanics; the bank offers a number of services for Hispanic customers, including bilingual online tools, Spanish Text Banking, Spanish account statements, Spanish-language call centers and Spanish-speaking bankers.
While the U.S. Hispanic population grows in both numbers and spending power, it still lags behind in terms of adoption of formal banking services. According to a separate survey by TD Bank released earlier this month, 30% of Hispanic respondents said they had used a check-cashing service in the past three months -- indicating that a high proportion of Hispanics remain involved with the non-institutional financial sector, often to their financial detriment.
Other needs are specific to the Hispanic immigrant population, which comprises a bit less than half the total U.S. Hispanic population. For example, TD Bank found that 28% of U.S. Hispanics use money transfer agents, with half of these sending money to family and friends outside the U.S.