Ten Agencies Pick Up Gold Awards
Strategies of Top Winners Described in Case Studies
NEW YORK (AdAge.com) -- See the marketing challenges that faced this year's 10 Gold-winning agencies and the award-winning creative solutions they came up with.
TV GOLD WINNER:
"TALES OF HORROR" CAMPAIGN: |
"VAMPIRE," "MONSTER," "HORSEMEN"
Client: Global Tax
Category: Financial Services
MARKETING CHALLENGE: Global Tax has a clientele that's about 50% Hispanic and needs urging to come in during tax season.
CREATIVE SOLUTION: Global Tax is the hero who defends taxpayers against the IRS threat. Each spot opens with the book cover "Tales of Taxes and Terror" and tells a different story in black-and-white animated sketches of an innocent taxpayer who calls Global Tax -- and a crusader turns up. The hero nimbly fights off a money-sucking IRS vampire, slays the monster of a thousand tax forms and jousts with the horsemen of overdue taxes.
Rodolfo Hernandez, Elevation's chief creative officer, points out several key elements: The campaign used the English word "taxes," as Hispanics do. And Hispanics often take their kids along to the tax preparer's office, so Elevation provided coloring books with the campaign's characters.
|TV GOLD WINNER: "BRUJA"|
Client: California Milk Processor Board
Agency: Grupo Gallegos
Long Beach, Calif.
MARKETING CHALLENGE: Hispanics in California already drink milk, so to boost sales, the processor board had to find a new reason -- or occasion -- for Hispanic moms to drink milk.
CREATIVE SOLUTION: Grupo Gallegos' research offered this insight: While milk is proven to reduce PMS symptoms, core Hispanic consumers believed that milk had the opposite effect. So the agency crafted a fairy-tale-like story of a witch who once a month terrorizes an entire town -- until she drinks milk and is transformed into a beautiful woman, eager to help others. Tagline: "Proteins in milk help reduce premenstrual symptoms."
"Latinas tend to think they know everything about milk," says John Gallegos, principal of Grupo Gallegos. "But many didn't realize the benefits of [milk] in something so taboo like PMS symptoms." Mr. Gallegos says the "Bruja" ("Witch") spot made "significantly more [Hispanic] consumers" aware of that quality.
|TV GOLD WINNER: "SHAME"|
Client: Clorox Co.'s Pine-Sol
Agency: Dieste Harmel & Partners
Category: Household Products
MARKETING CHALLENGE: Clorox had to persuade the demographic the company calls the "Hispanic Extreme Cleaner" that Pine-Sol cleans floors better than rivals such as Colgate-Palmolive Co.'s Fabuloso.
CREATIVE SOLUTION: Dieste demonstrates what happens when a Hispanic woman uses the wrong cleaning brand. In the spot, a teenage girl at a family dinner gets too playful under the table with her boyfriend. When the kid gets up, we see that the thighs of his white pants are covered in dusty, dirty prints from the girl's feet. But it's the mother, not the daughter, who's ashamed, because her floor hasn't been washed with Pine-Sol.
"The commercial is funny, but it goes way beyond a mere joke," says Tony Gerst, VP of Clorox's multicultural-marketing division. "Its message comes directly out of our insight." After the spot aired, the brand's share numbers kicked up "notably."
|TV GOLD WINNER: "PANTS"|
Agency: La Comunidad
MARKETING CHALLENGE: Who's ever heard of Cyloop, a unit of Hoodiny Entertainment Group?
CREATIVE SOLUTION: La Comunidad came up with an offbeat branding campaign to introduce Cyloop, an online music community that connects artists with their fans. "Pants" is the funniest of five spots parodying the excessive behavior of performers in different musical genres. In "Pants," a hip-hop star gives a proud tour of his extravagant home as his fashionably loose and low-cut trousers slide down his body until he trips and tumbles, fatally, down his imposing staircase. Tagline: "Some artists don't last long. Enjoy them while they're here."
Fame is fleeting in the other executions, too. Cyloop also won Silver for the campaign and the individual spot "Bus," in which the star of a Spanish band tells his bandmates they're losers and flounces out the door to find success on his own, forgetting he's traveling on a fast-moving tour bus.
RADIO GOLD WINNER:
ESPN DEPORTES UEFA CHAMPIONS LEAGUE CAMPAIGN: |
"TROMPADA," "Y AHORA QUE?," "CABARET"
Client: ESPN Deportes Radio
MARKETING CHALLENGE: ESPN Deportes wanted to remind ardent soccer fans that the TV sports network owns the exclusive transmission rights to the Union of European Football Associations' Champions League, featuring Europe's top soccer clubs or -- as soccer experts know, the world's most "correct" or "proper" soccer.
CREATIVE SOLUTION: Since the target audience is familiar with the Champions League and UEFA, the message focused on building momentum around European soccer as the world's best. LatinWorks selected a series of typical Latin American soccer anthems and chants -- which tend to be racy and vulgar -- and rewrote the profane words. In the spot "Y Ahora Qu�," the word "balls" becomes "the sacs that contain the scrotum that produces sperm and testosterone." In "Cabaret," a "whore" is politely described as a "socially marginalized person." All three spots end with the tagline: "Expect the most proper soccer. The UEFA is coming."
|RADIO GOLD WINNER (PUERTO RICO): MUSCULAR DYSTROPHY ASSOCIATION: "RUTINA"|
Client: Muscular Dystrophy Association
San Juan, Puerto Rico
MARKETING CHALLENGE: The Muscular Dystrophy Association needed to communicate, in a simple yet effective way, that the disease progressively weakens and degenerates muscle and can affect anyone at any age. Instead of simply describing the disease's symptoms or causes, the group wanted to illustrate how sufferers lose their ability to do things most people take for granted, such as following a simple daily routine.
CREATIVE SOLUTION: JWT created a deeply moving 30-second radio spot in which a man narrates his morning routine ("I get up, I take a shower, I get dressed, I have my breakfast ..."). That list is repeated over and over, but with each repetition, a woman's voice takes over one more of the man's tasks, until she's performing all of them ("I get him up, I dress him, I give him breakfast ..."). The message, that muscular dystrophy changes your life and that of everyone around you, is heartbreakingly clear.
|INTEGRATED GOLD WINNER (PUERTO RICO): "HEINEKEN CITY"|
Client: M�ndez & Co., Heineken
San Juan, Puerto Rico
MARKETING CHALLENGE: Hoping to energize the brand among Puerto Rican youth, Heineken needed a fresh approach to tired TV spots.
CREATIVE SOLUTION: JWT unleashed an understated yet sweeping multistage campaign. A teaser blitz mimicked the placement of real-estate placards, newspaper ads and websites for new luxury developments. That campaign led to websites designed to look legitimate but which ultimately revealed the true nature of Heineken City, a virtual universe. Users were encouraged to "buy" an apartment in one of three digital high-rises by playing Heineken-branded games on the site and on Facebook. Buyers got genuine welcome kits via direct mail, including "keys" to their apartments. Each of the 10,000 keys, which doubled as bottle openers, had a membership number to enter Heineken VIP events. That led to, as JWT says, "10,000 loyal Heineken drinkers but most importantly 10,000 people sending and receiving e-mails with our brand each day."
|BEYOND HISPANIC GOLD WINNER: "LANGUAGE OF LOVE"|
Client: Anheuser-Busch's Bud Light
MARKETING CHALLENGE: How do you simultaneously stay true to Bud Light's brand strategy, top last year's Super Bowl commercial and be all-inclusive?
CREATIVE SOLUTION: In a sequel to 2007's teaching-English-to-foreigners spot, comedian Carlos Mencia introduces a circle of multicultural male friends to the international language of love with hilarious results. America is an increasingly diverse society, and Hispanics, by virtue of their numbers and longevity in the U.S., can take the lead in smoothing the acculturation process for others.
"The Super Bowl is a unique moment when everyone sits down to watch commercials," says Sergio Alcocer, LatinWorks president. "You can show the life of foreigners to a mainstream U.S. audience and add spin with humor without offending." The men try to follow Mr. Mencia's sage advice but find it's a lot harder than they thought.
|INTERACTIVE GOLD WINNER: CONSULTORIO DEL PUMA|
Client: Wm. Wrigley Jr. Co.'s Eclipse
Agency: Bravo Group
MARKETING CHALLENGE: Wrigley already had a well-known integrated campaign for Eclipse gum that captured the kitschy approach of the general-market ads in a wholly Hispanic way. The Spanish-language ads star aging Latin pop idol and former soap star Jos� Luis Rodr�guez, nicknamed "El Puma." The campaign's theme is "Unleash the puma within you" and features El Puma in ridiculous situations. Bravo's challenge was to engage younger Hispanics, who live online.
CREATIVE SOLUTION: For the website, Bravo offered silly interactive consultations with El Puma himself about how to be more confident and let that puma out. Visitors also browsed the campaign's TV and radio commercials and played games such as "Emp�mate" ("Pumatize Yourself") by superimposing their own faces on a picture of El Puma. Consultoriodelpuma.com drew more than 20,000 visitors in a month.
|INTERACTIVE GOLD WINNER: "KARATE"|
Client: T-Mobile Sidekick
Category: Online Ad
MARKETING CHALLENGE: T-Mobile wanted to depart from mainstream mobile-phone advertising to reach a young, bilingual and increasingly social audience.
CREATIVE SOLUTION: Conill took advantage of what Mario Granatur, creative director for T-Mobile, calls a demographic "born into playing video games." The pull-down banner for the new Sidekick LX lets you move the ad forward by "choosing your best kick" -- literally. You're presented with an old-school, "Street Fighter"-esque scenario in which you, an average joe in a zipper sweater and blue jeans, are pitted against what appears to be a beefed-up Karate Kid. You're given four options: frontal kick, back kick, flying kick and, appropriately, sidekick. All the moves fail, ending in utter defeat and humiliation, except the sidekick, which summons a posse of your roving friends via -- you guessed it -- a Sidekick. They run your enemy off screen. The conceit: With a Sidekick, you're always connected.