There are over 50 million Hispanics in the United States, representing the fastest-growing consumer segment of the U.S. population. Although most automotive dealerships comprehend the value in achieving market share with these consumers, many dealerships lack the resources to connect directly with Spanish-speakers in order to capitalize on the opportunities.
In 2012, Tier10 was chosen as the Agency Of Record by AutoAmigo, powered by Univision, to promote and launch the first Hispanic auto-buying program in the U.S., a bilingual turnkey solution for Spanish-speaking car buyers. AutoAmigo offers Hispanic consumers an easier and more readily available car-buying experience, and provides car dealers the ability to reach this rapidly expanding consumer sector.
To launch the new AutoAmigo brand, Tier10 created a full-scale, bilingual advertising strategy, promoting the AutoAmigo website (AutoAmigo.com) and AutoAmigo mobile app across multiple digital and traditional platforms nationwide, executing creative via television, radio, print, direct mail, web and social media. Additionally, introducing an exclusive Spanish-speaking call center with welcome messaging by Don Francisco, former host of Univision Network’s “Sabado Gigante” (Giant Saturday) variety show. Straightforward promotional messaging that showcased a more simple car-buying solution helped increase both consumer and dealer interest in the new program and drove purchase appointments with certified dealers.