Multicultural

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   
 

2010 SILVER

Protection is our Game/ Proteccion es la Jugada

Allstate's Proteccion Es La Jugada (Protection is our Game) communications platform connects with Hispanics on an emotional level to increase their consideration of Allstate by fully leveraging and increasing the awareness of the brand's Mexican National Team sponsorship. The 360-degree platform features MNT goalie Memo Ochoa and reinforcing Allstate's position as a proactive protection leader. The efforts tripled the unaided MNT sponsorship awareness and significantly increased consideration and referrals of Allstate as well as boosted important drivers of the reputation: trust, likeability and appeal.

Brand: Allstate
Client: Allstate Insurance Company
Agency: Lapiz
Language: English

2009 GOLD

How Sweet the Sound

Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, "How Sweet the Sound." The competition culminated in an electrifying concert at the FedEx Forum arena in Memphis in October 2007. The multi-channel, integrated campaign, involving online, TV, radio, newspaper, out-of-home, mobile, direct mail and email, touched the hearts and souls of the community and dramatically accelerated Verizon Wireless sales and market share.

Brand: Verizon
Client: Verizon Wireless
Agency: Erwin-Penland
Language: English

2009 SILVER

Ford SYNC Integrated Marketing Program

The challenge: how to sell Sync, an in-car entertainment and communications system, to young Latinos and help Ford strengthen its position in the car and crossover segments. The objectives were to drive product awareness and education, generate leads and stimulate product trial and purchase. An integrated marketing program leveraged the huge popularity of Grammy winner rock musician Juanes, an ideal spokesperson for Sync. The results? Over 7,000 qualified test-drives of Sync-enabled Ford vehicles, far exceeding the program's initial goals.

Brand: Ford
Client: Ford Motor Company
Agency: Zubi Advertising Services
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”