Hispanic Creative Advertising Awards 2010

Hispanic Creative Advertising Awards 2010: Direct Winners

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GOLD WINNER
State Farm "Jamming"
Advertising Age Embedded Player
Agency: DraftFCB, Chicago

MARKETING CHALLENGE: State Farm wanted to drive people to ask for an auto insurance quote, and let them know the company insures 40 million drivers, more than rival insurers combined.

CREATIVE SOLUTION: Thanks to DraftFCB's groundbreaking crossculturalism research, State Farm opted to lead its whole campaign with Hispanic insights. "We say go talk to your neighbor then come talk to us," said Ken Muench, senior VP- director of multicultural planning at DraftFCB, Chicago. "That's the way Hispanics shop, and that's the way they're seen by the general market, as community-oriented, and very real."

Spots for the Hispanic, African-American and general markets all feature the same perfectly bicultural, bilingual young man, interacting with a group of people and delivering State Farm's message. In "Jamming," one of the Spanish-language spots, he talks about the individual experiences with State Farm of a group of friends and neighbors who are playing the guitar and singing on a front porch. Results: After the new creative started in April, call volume jumped to 7,900 answered calls a week from 4,100.

-- LAUREL WENTZ


GOLD WINNER
NFL "Balon de Troya"
NFL - Balon de Troya
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Agency: The Vidal Partnership, New York

MARKETING CHALLENGE: The NFL wanted to counter the perception that U.S. Hispanics only care about soccer, and prove that they are avid fans of another sport, football.

CREATIVE SOLUTION: The Vidal Partnership created "El Balon de Troya" ("The Trojan Ball"), seemingly a soccer ball in its box with the message "Here's the ball 28.5 million Hispanics really identify with." But, there's really a football inside, with the messaging printed on the pigskin including "73% of U.S. Hispanics are NFL fans" and "28.5 million Hispanics watched the NFL in 2008."

In a highly targeted B-to-B promotion, the NFL sent the "Trojan" balls to 50 key deal makers, influencers and potential partners who were senior executives with authority to decide how to invest their companies' marketing budgets. Eight of the mailings yielded follow-up responses in the form of a conversation or meeting with the NFL. "It was targeted at key deal makers, influencers and potential partners, so the volume of mail was small but one conversion would represent a significant amount of revenue for the client," said Alberto Ferrer, Vidal's managing partner, director of direct and digital marketing.

-- LAUREL WENTZ


SILVER WINNER
Qwest "Envelopes"
Qwest Communications - Envelopes
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Agency: DraftFCB, Chicago

Qwest wanted to win back Spanish-dominant customers who left for rival TV or phone services. Mailings were carefully timed, with the first piece mailed to coincide with the customers' first bill from their new company. To transmit a message of openness and honesty to skeptical Hispanics wary of hidden fees, the sales message was printed on the outside of the envelope under headlines like "Good news isn't hidden" and "You're still important to us." The result: an impressive 4.94% response rate.


BRONZE WINNER
Latino Cultural Center "Vivan los Muertos"
Advertising Age Embedded Player
Agency: Dieste, Dallas

To promote a Day of the Dead exhibition including art made by the public, the Latino Cultural Center mailed postcards, asking people to decorate the blank skulls and send them back. Of the pieces mailed, 20% were returned to be exhibited, and the attendance at the exhibition was up 42% from the previous year.


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