http://youtu.be/9EVxI0uGzeY?t=1s
Got that 877-393-4448 stuck in your head now? Well it is without a doubt that Optimum’s Triple Play commercial has managed to leave a lasting impression on many of its viewers. Although many consider it annoying, I think it is quite catchy and gets the point across clearly. Indeed Optimum has successfully marketed to its target market with this particular commercial. What makes it so memorable is its specific Hispanic aspects, such as the reggaetón beat that plays along, the Cuban-American rapper Pitbull and those few times where we hear “Mi gente.” Those major features cause certain consumers to respond and to acknowledge what Optimum is providing.
In my opinion, Optimum is reaching out to a Hispanic audience here in the U.S., specifically those who frequently call back home and need calling services, and we get a sense of that when the commercial specifically mentions the ability to call Puerto Rico with Optimum. Personally I enjoy this commercial, mainly because of the music, but I do feel Optimum’s marketing strategy here is quite commendable.
Hi Samantha,
It’s interesting to analyze the specific sector of the Spanish-speaking audience that this ad is pitched to. Most of it is in English, including the numbers, and Pitbull is a Hispanic star best known within the English-speaking world. What does that tell you about the identity of the subscribers that Optimum is trying to reach here? It’s interesting to compare this ad with “Inglés Sin Barreras” — obviously also meant for Hispanics who live in the English-speaking world. But a very different group of Hispanics!