TOP MARKETER TO HISPANIC AUDIENCES – Winner: DishLatino
Description of Award Winner: DishLATINO is the market share leader in the Spanish tier of the Pay TV category. The brand wanted to launch a new 360-degree campaign in the fourth quarter of 2014.
The brand chose its first-ever celebrity spokesperson, Eugenio Derbez. Derbez is an actor/writer/director/producer from Mexico. His charismatic and humorous persona is familiar and he has a household name among the target.
Notably, Derbez had just moved from Mexico to the United States, where he is beginning to cross over, and that inspired a series of communications that would be used to introduce the new DishLATINO spokesperson. In the second phase of the campaign, Derbez put his comic talents to work on the futbol field.
Although still brand new, the campaign, coupled with a significant media investment, is driving significant lifts in DRTV, Direct Mail and refer-a-friend acquisitions and spawned a video that made millions of Latinos laugh with us.
TOP 2015 SPORTS MARKETING CAMPAIGN – Winner: ESPN Deportes #YoDigoPresente
Description of Award Winner:ESPN and ESPN Deportes launched a multimedia marketi ng campaign to promote the Toronto 2015 Pan American Games called #YoDigoPresente.
The campaign featured the captivating stories of the athletes journey to Toronto 2015 and the powerful music of Multi-Grammy and Latin Grammy Award winner, urban alternative band Calle 13 to engage sports fans across the country and throughout the Americas.
The campaign serves as a great call to action, inviting Hisp anics and non-Hispanic in the US to root for their country, their athletes and a unity naming all.
TOP HISPANIC ADVERTISING CAMPAIGN, Winner:- Furious 7 / Universal Pictures
Description: Developed both Hispanic-specific creative as well as Spanish adaptations to create a complete campaign targeted at U.S. Hispanics. These spots aired across several Spanish-language channels nationally (ex: Premio Lo Nuestro on 2/19, Nuestra Belleza Latino on 3/29). Spanish language television provided ample landscape to promote the film in a way that Hispanic viewers would find organic, with thematic content executed in culturally relevant ways.
A combination of network TV, cable, desktop sites, and mobile destinations were used to engage the audience. Some of the biggest results came from digital efforts. Univision mobile Apps (Liga MX Live Stream and Deportes App) performed very well. YouTube did its FIRST EVER mobile takeover (91% SOV) targeted to Hispanics. Since music is a key passion point for this audience, on top of having significant presence across Pandora, Furious 7 owned every single Latin artist music video on VEVO on 4/1.
Broadcast integrations worked to promote top talent. On Univision, Jordana Brewster introduced a FURIOUS 7 inspired challenge on the top-rated show, Nuestra Belleza Latina, which included a host toss to a special :15 intro piece with Michelle Rodriguez, leading into an extended :60 fight sequence.
The campaigned proved to be a HUGE success as Hispanic represented 37% of the audience opening weekend.
TOP CONTENT PROVIDER TO HISPANIC AUDIENCES – Winner: Batanga Media
Description: Batanga Media connects with Hispanic audiences through social and mobile content that reinforces identity, sparks curiosity and inspires. In the last 12 months, Batanga Media’s two properties, Batanga.com and iMujer.com have organically grown their audiences by 214% (comScore).
Today 76% of its users are coming through mobile devices and the majority of traffic is coming from social media platforms. This growth is a direct result of the company’s year-long focus to create content that is not only relevant and authentic to its audiences, but also that is inherently social and shareable. In doing so, the company has been able to successfully publish and distribute content to millions of Hispanics through social platforms. In fact, today iMujer.com is the #1 Spanish-language lifestyle site in the US.
Batanga Media’s editorial and content team have cracked the code on how to develop, create and produce relevant, authentic and shareable content at scale, as evidenced by these audience numbers.
- 5000 pieces of content produced every month
- Over 17 million social actions, including shares, of our content every month
TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION –
Winner: Coca-Cola and Social@Ogilvy
Description: Mothers provide unconditional love throughout various stages in our lives.
Coca-Cola has transformed some of these unforgettable moments into an interactive film, where you can experience them from either a mom’s or a daughter’s eyes.
The film goes beyond just expressing “Thank you” to mom. Upon completion of the film, a button appears on screen allowing viewers to call their moms anywhere in the world for free directly from their desktop. Coca-Cola believes this simple phone call helps participants give mom the mother’s day gift “she really wants.”
Social@Ogilvy distributed the film across the social web, with a tailored distribution strategy designed to target Hispanic audiences living in the U.S. This effectively accomplished our global client’s goal of connecting with an international audience, living right here in the U.S. The model earned 780,000 plays during mother’s day week and beat both FB and Twitter’s engagement benchmarks.
As part of this Hispanic effort, we were thrilled by our audience response. Facebook users commented
on the film’s beautiful message, while others participated by tagging their moms allowing them to
enjoy the film together.
TOP INTEGRATED HISPANIC MARKETING CAMPAIGN – Winner: Ford/Azteca America
Description: On July 7, 2015, Azteca America and client partner Ford Motor Company launched Fuerza Ford’s ten-episode sponsored-content initiative showcasing the Ford F-150. The original Spanish-language web series runs for ten weeks, with a new video released each week. Fuerza Ford introduces viewers and boxing enthusiasts to three pro Mexican boxers who offer expert boxing tips, provide an inside look to their lifestyles, and show how their determination, passion and hard work echoes the spirit of a Ford owner.
Azteca hosts the videos on a dedicated Fuerza Ford’s branded hub at http://www.us.azteca.com/fuerzaford, as well as on its Facebook and Twitter social media platforms to connect with wider audiences across several age demographics.
The July 7 launch and online and social media rollout was additionally supported by a strategic public relations campaign, beginning with an exclusive story announcing the partnership on Adweek.com. This was followed by robust coverage in additional key Hispanic and general market trade media outlets including Portada, Cynopsis, Multichannel News, Media Post, Hispanic Ad and Produ.
The response to this sponsored-content campaign has already been positive: early social media metrics reported by Azteca’s digital team show nearly 32,500 views and growing across the three posted videos to date. The digital execution of the Fuerza Ford’s campaign combined with a successful public relations campaign that built buzz and generated additional traffic and awareness is deserving of the title Top Integrated Hispanic Marketing Campaign.
TOP MOBILE MARKETING CAMPAIGN – Winner: Heineken
Description: For the last three years the UEFA Champions League Champion the Match Promotion, powered by Life in Mobile, has grown by over 100%. This success was achieved by simplifying the consumer experience to a linear, engaging experience that prompted several return visits, sharing, and significantly reduced bounce rates. Over the years we learned from the consumer data that was being provided through insights and analytics. Through an in-depth analysis of this data, we were able to customize a program to fit this audience and their behavior.
The ultimate accomplishment in this campaign was surpassing the goals that were set before the campaign launched again in 2015 based on applied learnings from the previous year. For this campaign, those who entered the sweepstakes were eligible to win a trip to a 2016 UCL group match. To better engage mobile consumers, entering from a mobile device allowed contestants to spin a prize wheel to potentially be an instant winner. Compared to 2014, this year the total entries almost doubled, instant win plays more than tripled, and average repeat plays increased from 3.72 to 5.89. Using a fun and simple mobile prize wheel, this campaign led Heineken to have much more consumer engagement in 2015.
However, the most outstanding achievement for this campaign was the drop in the bounce rate. Last year, over 80% of users dropped off due to complication in flow. This year that percentage drastically dropped to a mere 8.6% in 2015! In 2014, consumers could not opt-in for SMS, but with the option to do so this year, the campaign resulted in a total of 12,853 SMS opt-ins for future Heineken soccer alerts. Overall, the company gained a lot of insight from 2014 to better the campaign in 2015. Social sharing was an incredible success with 2,730 Facebook shares and 2,527 Twitter shares. Soccer fans even proved they wanted more soccer with 11,252 clicks the Heineken.com Soccer Experience, and an abundance of users were more than interested in opting in to get updates from Heineken itself! On top of everything, Heineken saw an increase in beer sales over the course of the campaign with their special packs featured in stores, which also linked fans directly to a new on pack promotion. All of these factors combined lead this campaign to be a great success.
TOP MEDIA PROFESSIONAL OF THE YEAR – Winner: Juan Carlos “JC” Balarezo Media Director, EPMG2015
Description: He’s greeted with noticeable affection by every Latino-market publisher, editor or sales representative who walks through Motivate Inc.’s doors. Juan Carlos JC’s Balarezo currently serves as media director, overseeing all multicultural campaigns targeting print publications; however, throughout his decade-long career at EPMG, he’s been a multi-disciplinary, cross-departmental cornerstone of the team.
The team knows his leadership type. It’s the kind that watches over each team member, but also knows the necessary skills to complete all tasks leading to the final delivery. His work ethic speaks for itself, but clients have never stopped applauding it, or asking the team to send regards at least.
He’s creative, knowledgeable, timely and has excellent communication Hispanic Advertising Specialist for Southwestern U.S. Anita Grace said. If a client needs a project on a short deadlines, JC will get it done. JC has successfully launched multicultural campaigns across the U.S. and Puerto Rico, working with 80 percent of multicultural agencies in the U.S.
He has his finger squarely on the pulse of Hispanic publishers across the U.S.” says Fabian Campos of Redan Bilingual Media. “He is an invaluable asset within the U.S. Hispanic print and digital landscape.”
JC’s expertise in media strategy helped place or, more accurately, was key in placing EPMG at the forefront of multicultural print marketing. His office presence extends professional success, decorating our walls with crisp photos of yearly trips to his home country of Peru.
Grand Winner: Coca-Cola and Social@Ogilvy
The 10th Annual Hispanic Advertising and Media Conference will take place on Sept. 21 and 22, 2016.