AT&T’s ‘Puede Esperar’ pitch targets Spanish speakers

Written by  //  April 28, 2016  //  In-Brief  //  No comments

The campaign includes a Spanish-language version of its “AT&T DriveMode app,” which is open to all carriers and is free for iPhone and Android users.

The campaign includes a Spanish-language version of its “AT&T DriveMode app,” which is open to all carriers and is free for iPhone and Android users.

Wireless carrier AT&T unveiled Wednesday it’s new “Puede Esperar” campaign targeting Spanish-speaking Hispanics on the U.S. mainland, who it said are more prone to smartphone distracted driving than the general population, according its research.

The study concluded, among other things, that 83 percent of Hispanics admit to using their smartphones behind the wheel. That compares with 71 percent of Americans as a whole. Half of U.S. mainland Hispanics admits they use their smartphones to social network while driving. More than a quarter (28 percent) snap selfies or take photos. And nearly seven in 10 (68 percent) text.

The campaign includes: a Spanish-language version of its “AT&T DriveMode app,” which is open to all carriers and is free for iPhone and Android users; a 360° video experience that simulates the potentially deadly consequences of glancing at your phone while driving; a coast-to-coast virtual reality tour visiting local high schools and community events in more than a dozen cities by year-end; and website to share information and resources.

Since its launch in 2010, the “It Can Wait campaign” has helped grow awareness of the dangers of smartphone distracted driving to more than 90 percent of audiences surveyed, the company said.

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