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JPMorgan Chase & Co.'s Chase Bank has launched an advertising campaign to attract Hispanic consumers to Chase's financial services. The campaign, which began June 11, includes two television and three radio commercials developed to appeal to Hispanics, according to New York-based Chase. The first television ad "is more targeted to the unbanked or underbanked because it is promoting free checking," says Rebeca Vargas, head of the multicultural segment at Chase. The second television ad promotes Chase's mobile-banking service and "appeals to all market segments, both unbanked and well-banked," she says. Similarly, one radio spot focuses on free checking accounts and debit usage and another focuses on mobile banking , according to Chase. The third radio spot details how the bank can help Latinos manage their finances. Nearly 45 million Latinos live in the United States, and roughly 35% of them are unbanked, according to Chase.
