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.   
 

1996 SILVER

Hispanic McMoms

This relationship building program says "thank you" to some of McDonald's best customers: Hispanic moms with young children. As a show of appreciation for their business, moms received a series of colorful, informative mailings that included useful premiums and valuable store coupons. The program's objective was to enhance the targets relationship with the brand, and encourage incremental monthly visits.

Brand: McDonald's
Client: McDonald's Corporation
Agency: Leo Burnett USA
Language: English

1996 SILVER

Como Tener Un Banquero En La Familia

This Hispanic campaign positions NationsBank as the full service financial institution that really cares for the Hispanic customer and is dedicated to addressing their unique banking and financial needs in order to help them improve their lives and achieve their goals. The campaign them "Como Tener Un Banquero En La Familia" (Like Having A Banker In The Family) communicates this through the design and implementation of programs, product branding and creative that make NationsBank and its variety of products relevant and appealing to the various Hispanic segments. The main objectives were to (1) increase the number and retention of new Hispanic relationships (2) increase penetration and cross sell of available NationsBank products, and (3) generate inquires and applications.

Brand: NationsBank
Client: NationsBank Corporation
Agency: Lopez Negrete Communications
Language: English

1996 BRONZE

Homecoming

The "Homecoming" campaign represents a totally integrated marketing program designed to first build awareness among targeted African American consumers, and then lay the foundation for the development of a long term relationship between GM and the consumer. Each marketing functional area successfully contributed to this goal, ie, the creative executions, delivering the right message; the media vehicles, targeting the right audience; and dealer training, improving the consumers buying experience.

Brand: GMC Jimmy
Client: General Motors
Agency: The Wimbley Group
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”