The new Western Union television spot takes place in the beautiful country of Cuba as a way to interact with new and existing clients of the brand in their native language. Shot in Cuba with a Spanish voiceover, the commercial helps to celebrate Hispanic culture, while boasting the brand's ability to be a quick, easy solution to send money.
Although Cuba is still under embargo from the United States, recent changes have sought to dissolve this restriction. This would subsequently allow brands to start doing business in the country, which Western Union has been doing for many years. This new television spot speaks to Hispanic consumers who are tech-savvy and part of the Cuban culture or communities in the United States.
Cuban Currency Commercials
The New Western Union Television Spot Takes Place in Embargoed Country
Trend Themes
1. Cuba Market Entry - As the Cuban embargo gradually dissolves, businesses have the potential to enter a new emerging market in which they can utilize their unique competitive advantages and establish themselves as market leaders.
2. Hispanic Marketing - By leveraging Hispanic culture, brands can more effectively engage with this demographic, which represents a large and growing consumer group in the United States and beyond.
3. Brand Localization - Localization of brands can help improve customer engagement and loyalty by building stronger connections with consumers based on their cultural backgrounds and values.
Industry Implications
1. Money Transfer - The money transfer industry stands to benefit from opportunities to provide services to Cuban consumers and their communities in the United States.
2. Advertising - Ad agencies can help companies promote their products and services to Hispanic consumers through culturally-relevant advertising and media campaigns.
3. Financial Technology - Fintech companies can leverage Western Union's Cuban market entry and experience to expand their financial services offerings in the region and to Hispanic consumers elsewhere.