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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Portada Staff

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