Marketing to Hispanics: Universal Savages, (Winner of Top Hispanic Advertising Campaign)

One of the highlights of last week’s Sixth Annual Hispanic Advertising and Media Conference  were the Portada Advertising and Media Awards. Portada’s audience elected the Universal Pictures “Savages” as the Top 2012 Hispanic Advertising campaign.

Below is a description of the campaign.a


1. Objective

To attract the Hispanic audience (both bicultural and Spanish dominant) to Universal's Oliver Stone summer film starring Salma Hayek, Benicio del Toro and Demian Bichir.

2. Creative
A thorough Hispanic campaign that included 7 custom commercials (:30, :15, :60) featuring the song Matador by Fabuloso Cadillacs. Se example here:

3. Media:
Broadcast:
Univision novela pod takeover during ABISMO DE PASION featuring a custom created 2 min preview.

Digital: Also an all-day Univision takeover on Univision.com (homepage skin and section) highlighted by a morning appearance by star Demian Bichir on Despierta America.

Other Media:
Radio,
several online sites and TV broadcast and cable.

4. Results:
5 of the 10 highest grossing theaters were in Latino neighborhoods.


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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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