SITUATION
Rocket Mortgage was looking to capitalize on the strong homeownership aspirations among Latinos, the fastest-growing segment of new homebuyers. Rocket identified a unique opportunity: with no other mortgage lenders specifically targeting this demographic, we seized the moment.
We launched a multichannel campaign inspired by the “Rocket Can” concept, we created “Rocket Puede” in Spanish. Each execution was infused with culturally resonant insights, such as the prevalence of multigenerational households, the pivotal role of mothers in financial decision-making, and the community’s deep passion for soccer.
“Rocket Puede” garnered widespread acclaim, earning notable accolades including a Gold Telly and a Gold Addy. It outperformed benchmarks in persuasion, affinity, and emotional connection. Most importantly, Rocket saw a substantial increase in Latino mortgages.
Post-campaign, loans to Spanish-speaking Latinos surged by over 40%, compared to a 4% increase in the general market.
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