BB&T introduces Spanish-language campaign


BB&T said it has introduced a multimedia Spanish-language campaign developed with Miami-based Machado Garcia-Serra Communications (MGS), BB&T’s Hispanic AOR. The new campaign includes a series of 60-second financial education messages to air on Spanish television stations, including money management tips, banking and investment strategies, and news from the U.S. and Latin American financial markets.

The TV campaign will air through October in select, high Hispanic population areas in Georgia, North Carolina, Florida and Washington, D.C. BB&T also will run Spanish-language newspaper ads to tout its free checking and money transfer offering, "BB&T Free + Easy Send." To round out the campaign, BB&T will sponsor community festivals in these markets.

BB&T’s new advertising campaign is the latest step in its growing multicultural banking operation. About 10% of BB&T branches are designated "multicultural banking centers" that include bilingual staff members as well as Spanish signage and brochures.

In a mock talk-show format with a character named "BiBi" (pronounced Bee-Bee) as the host, "BiBi Talks about Voting and Government in the United States" covers voter registration and the voting process; American political parties; federal government branches; state and local government roles; and more.

"BiBi Talks" follows nine previous editions of BB&T’s original "BiBi Tapes" series, which mimic the "TV Novelas" storytelling approach made popular on Spanish TV. Designed to help Hispanic immigrants adapt to life in the United States, BB&T introduced the BiBi recordings in 2002.

Previous "BiBi" editions have featured topics such as emergency preparedness, basic banking information, school and health care information, finding a job, driving, housing, insurance and the American legal system. The free tapes and CDs from both series are available at BB&T’s nearly 1,500 financial centers.