Multicultural & Lifestyle Segments
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.
Visit Mum is the story of how one mother and her son captured the hearts of everyone living away from home. For British Airways, its a story of defying conventions in a category wrought with clichs and overly rational, price and product driven messaging by placing emotional, nostalgia-inducing content at the center of a retail campaign. Visit Mum not only reversed BAs fortunes on one of its most important routes, but set a precedent that would change the way BA approached retail marketing for years to come.
Brand: British Airways
Client: British Airways
Agency: Ogilvy & Mather
With Hispanics already consuming high levels of milk, how much further could we milk the saturated occasion of breakfast? We needed to venture beyond the traditional occasion. The solution was to tap into an age-old and accepted benefit of milk: a glass before bed helps you sleep better. By reviving the ritual of the parent/child bedtime moment with a glass of milk, we set about creating a new occasion and in the process delivered a new avenue for growth. Milk was the hero for more family moments and sleeping soundly.
Brand: California Milk Processor Board (CMPB)
Client: California Milk Processor Board
Agency: Grupo Gallegos
Mala Suerte in Pop Culture
With 20% share of voice in a low-interest category, how does Allstate engage Hispanics about insurance while increasing brand favorability? Perhaps with luck & bad luck. Allstate brought its Mala Suerte (Bad Luck) campaign to life via Telemundos award show, Premios Tu Mundo. Using an aptly named category, Mejor Momento de Mala Suerte (Best Bad Luck Moment), Allstate had a platform for direct engagement with consumers via broadcast, digital, and social media in a meaningful way. Despite spending less than competitors, Allstate turned out to lead brand consideration and favorability.
Brand: Allstate Insurance Company
Client: Allstate Insurance Company
Agency: Leo Burnett/Lapiz