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AARP
2016 Hispanic Brand Awareness Campaign

RAN IN: United States

CLIENT
AARP

Barbara Shipley, SVP, Brand Integration
David Rosenberg, Director, Brand Advertising
Edna Kane-Williams, SVP, Multicultural Leadership
Yvette Peña, VP, Multicultural Leadership

AGENCY
d exposito & Partners *Lead Agency

Daisy Exposito-Ulla, Chairman & CEO
Yury Vargas, Creative Director
Abraham Espinosa, Senior Strategic Planner
Jorge Ulla, Chief Ideation Officer
Patricia Gaitan, Account Director
Ricardo Razuri, Producer


MediaCom


SUMMARY

Going into 2016, AARP saw significant brand awareness gaps among Hispanics 50 and older, which put them at risk of fulfilling its social mission and membership goals. This campaign is a best-in-class example of a brand that leveraged powerful insights, relevant scenarios, cultural idioms and a tagline that resonated with the cultural climate and was befitting of a membership organization to create a memorable and motivating campaign. Results in June 2017 showed a 14% increase awareness among Spanish-dominant Hispanics, significantly passing goal, and a 10% increase in Hispanic membership. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);In-App or In-Game Ad;PRINT;Magazine - Digital;Magazine - Print;Newspaper - Digital;Newspaper - Print;RADIO;Program/Content;Spots (Radio);SOCIAL MEDIA;SPONSORSHIP;TV;Product Placement;Spots (TV)

Audience: Boomers (45+)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English