Ace Hardware is rolling out its first-ever national Hispanic campaign, via REVOLUCION. The agency tells us three 30-second Spanish-language TV spots are airing nationwide on Univision, Telemundo, Galavision, Telefutura, ESPN Deportes and Fox Sports En Espanol, and two Spanish-language radio spots support. TV creative is supported with “How To” interstitials on the top two morning shows Despierta América (Wake Up America) and Levántate (Get Up), among others.
The U.S. Hispanic population is approaching 50 million and buying power is nearly $1 trillion. The 86-year-old Ace Hardware has made great strides into this market in the past two years, with this nationwide effort marking their biggest move to date.
A trial campaign in 2008 saw a 7% YOY jump at Ace’s Hispanic-designated stores in Denver and outperformed their non-Hispanic stores nationwide. Ace conducted a second effort the following spring in Denver, Sacramento and Chicago, which brought more success. REVOLUCION was then asked to develop a national Hispanic campaign for 2010.
“We’ve seen strong results at retail by reaching out to the Hispanic market and understand the importance of communicating directly to these customers,” says John Surane, Ace’s vice president, consumer marketing, merchandising and paint. “We identified a unique Hispanic insight that separates Ace from the ‘big boxes’.”
José González, partner, REVOLUCION, adds, “In many countries, the hardware store is part of the local community where you’re always helped and can get in and out quickly. Ace is the place where Latinos can have that same customer experience in the U.S. and these spots convey that relevant message.”
In the “Manifesto” TV spot, a man is standing in a big box store looking frustrated and confused. The voice-over asks, “Qué pasó con el ferretería de la esquina? Con la persona que estaba allí para ayudarte?” (“What ever happened to the corner hardware store? To the person who was always there to help you?”). Each TV spot ends with the statement: “Menos tiempo dando vueltas. Más tiempo para lo importante.” (“Less time running in circles. More time for what’s important.”)