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Breaks First Spanish-Language Commercial, Revamps

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NEW YORK ( -- Target broke its first original Spanish-language creative yesterday with three TV spots by independent Hispanic shop Ole of New York, and a relaunch of
The new Hispanic ads have the same look and feel as the general market spots.

The campaign is aimed at Spanish-speakers who may have missed the basic introductory Target brand message of cheap chic conveyed in general market campaigns over the past few years that inspired English-speakers to nickname the store "Tar-zhay" in a fake French accent.

Don't understand Target
Paco Olavarrieta, creative partner at Ole, said that research found Spanish-speakers didn’t really understand Target.

“They thought it was a clothing store, or a more expensive store, and felt it was a little distant, too American, because Target was never explained to them,” he said. “Once a Hispanic goes and understands they can get Isaac Mizrahi shoes and they cost $30, they say ‘Wow.’ ”

Target’s first foray into Hispanic advertising last year simply adapted English-language ads. But that work had already moved beyond the basic brand message and was addressing issues like explaining to a general market audience that you could buy everyday items such as toilet paper at Target, too, not just things like lamps.

Symbol but no name
So accustomed is the general market to Target ads that the retailer has even omitted its name from the ads, relying on its signature red color and bull's-eye symbol. That just wasn’t relevant to the Hispanic market.

“We told Target it was like entering a movie like The Godfather half an hour late, and you’re saying, ‘Why did he kill his brother?’ You need to re-wind the movie,” Mr. Olavarrieta said.

Ole's campaign has the look and feel of the general market work by Peterson Milla Hooks, Minneapolis, but introduces Spanish-speakers to the Target brand and affordable design promise. Bright colors and sleekly designed products swirl across the screen, with lines like "Designer tea kettles at the price of tea kettles,” and “Isaac Mizrahi shoes at the price of shoes." All Target media is bought by Haworth Marketing & Media. Spanish-language print will follow.

How much online Spanish?
Target’s new Spanish-language Web site also goes live this week. A common dilemma for marketers new to the Hispanic online market is whether to translate their entire Web site, or create a Spanish-language home page with links that send users to content in English. Ole’ s advice: Start with a few Spanish-language pages that link to English-language content, monitor which links are most popular among users of the Hispanic site, then translate that content into Spanish.

“Whatever people want, that’s what you translate,” said Javier Escobedo, Ole’s managing partner and a former vice president for marketing at Univision Online. “I’ve been in Byzantine meetings with clients trying to decide which pages to translate. [For Target] is it going to be clearance items? Baby clothes? I have absolutely no idea. We’ll know in a couple of months.”

Some pages, like registries, will be in Spanish from the beginning, and the Spanish-language site will blow up employment and diversity information. Target’s Spanish-language site is tagged in the new commercials, and banner ads will run on and Terra, he said. The banner ads will pull three-second segments from the TV spots and link to the Web site.


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