Mexican singer-songwriter Paty Cantú is the face and voice of a new campaign to promote the Univision MasterCard Prepaid Card as the singer releases her new album in America.
The joint promotion between MasterCard and Univision is designed to deliver priceless experiences and exclusive access for MasterCard Prepaid cardholders, including video footage from the singer’s concert tour, desktop wallpapers, free music downloads and the opportunity to win autographed guitars and merchandise.
TV and Radio adverts will support the campaign across Univision Networks, the leading media company serving Hispanic America, which see the singer reinforcing the benefits of prepaid cards over cash.
Paty will also perform live at a MasterCard-sponsored three-city tour in the autumn. Univision MasterCard Prepaid cardholders will have exclusive access to VIP after-parties at these events.
“By partnering with Paty Cantú for this campaign, we’re providing our cardholders with priceless experiences that are tailored to their interests, in this case music, so they can enjoy greater value from their prepaid product,” said Chris McWilton, president, U.S. Markets, MasterCard Worldwide.
Recent studies into the Hispanic community in the US have revealed some interesting stats with regards to the uptake of digital media. Some 37% of Hispanics (set against 25% of non-Hispanics) stated they enjoy the interactivity of online video ads, 37% are more likely to respond to online pitches (against 30% non) with a further 36% being driven into retail units from digital (against a mere 25% non).
With some 30 million Hispanics (60% of the US Hispanic population) online, this campaign, which utilises an upcoming artist and bespoke content, appears to be a perfect pitch at this digital-savvy audience.