2014 NAMIC EMMA Winners

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Diverse Excellence
Diverse Excellence
P
The Voice available at xfinity.com/tv.
Dr. Seuss’ How The Grinch Stole
Christmas
available with XFINITY On Demand.
Unwrap the cheer.
Deliver the joy of entertainment
79
XFINITY TRIPLE PLAY
$
99
a month for 12 months
As people clamor for faster and more
reliable Wi-Fi to support multiplatform
within the home, especially in larger
Hispanic households with more devices,
Grupo Gallegos helped Comcast Xfinity
launch its Internet XB3 Wireless Gateway, tripling in-home Wi-Fi speeds. This
campaign expertly showcased Internet
superiority while setting Comcast apart
from competitors..
SECOND PLACE
BLACK HISTORY MONTH CAMPAIGN
- AARP
THIRD PLACE
INTERNET ESSENTIALS - COMCAST
COMCAST CELEBRATES BLACK
HISTORY MONTH – Comcast
DIGITAL
GRAPHIC ARTIST
DATE
COMCAST
CMCCO13049
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Sean Devlin
11-7-2013 11:14 AM
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STUDIO DIRECTOR
TRAFFIC
OFFER THREE:
TRIPLE PLAY
79.99X12
HBOX3
STREAMPIXX3
$300 VISA
NED
THIRD PLACE
XFINITY - Comcast
GRASSROOTS
SOCIAL MEDIA
INTERNET ESSENTIALS - COMCAST
XFINITY CELEBRATEBLACKTV
SCANDAL PARTY – Comcast
Comcast translated consumer-facing
student and family marketing materials into an additional 13 languages,
helping the MSO to reach families
whose in-home language may not
be English.
SECOND PLACE
BRING MORE BRAZIL HOME WITH
XFINITY- Comcast
BALIKBAYAN/REPATRIATE BOX
PROMOTION - COMCAST
cablefaxmag.com
JOB NUMBER
BILL TO NUMBER
Like its similar print campaign, Comcast
used radio to drive home its holiday
message to African-Americans, 25-54.
In celebration of LGBT Pride Month,
Comcast Xfinity leveraged its partnership with Grupos Gallegos to launch a
dedicated micro-site where subscribers could easily access LGBT relevant
programming. In support of this effort,
targeted banner ads led LGBT subscribers to this dedicated site.
This campaign sought to persuade ex-
CLIENT
RADIO
XFINITY – UNWRAP THE MAGIC
RADIO - Comcast
THIRD PLACE
FALL 2013 TWC NEXOS LATINOS
MAGAZINE - ECLIPSE MARKETING
AND TIME WARNER CABLE
comcast.com/get300 today.
BRING More BRAZIL HOME WITH
XFINITY! - Comcast
XFINITY LGBT - Comcast
DIRECT MAIL
40
SECOND PLACE
$300 Visa®
Prepaid Card when
you order online
Offer ends XX/XX/XX, and is limited to new
residential customers. All orders must be placed
2-year term agreement required. Early termination
online at www.comcast.com/get300. Not available
fee applies. After 2 years, or if any service
in all areas. Requires subscription to XF Triple
monthly service charge for XFINITY Streampix
is cancelled or downgraded, regular charges
Play with XFINITY Digital Starter TV, XFINITY
apply. Comcast’s current monthly service charge
Internet Performance and XFINITY Voice Unlimited®
and similar program recovery fees, and the is $XX.XX. After 3 months, regular charges apply to HBO®. Comcast’s current monthly
for Starter XF Triple Play is $XXX.XX.
services. Minimum
Regulatory Recovery Fee and other applicable
charge for HBO is $XX.XX. TV and Internet
indicated at time of purchase. Not all programming
charges (e.g., per call or international), extra.
service limited to a single outlet. Equipment, After 3 months, regular rates apply for XFINITY Streampix®. Comcast’s current
installation, taxes and fees, including
May not be combined with other
$29.95 activation fee applies. Service (including available in all areas. Internet: Wi-Fi claim based on August 2012 study
of comparable in-home wireless routers byoffers. TV: Limited basic service subscription required to receive other levels of service.Broadcast TV Fee (currently up to $1.50/mo.)
managed by Citi Prepaid Services. Cards will 911/emergency services) may not function after an extended power outage. Money-Back
Allion Test
On DemandTM
Guarantee applies to one month recurring Labs, Inc. Actual speeds vary and are not guaranteed. Used under license from PCMAG.comselections subject to charge
LLC. All rights reserved. Dr. Seuss’ How The not have cash access and can be used everywhere Visa debit cards are accepted.
service and standard installation charges.
Fastest ISPs 2011. Voice:
Visit
Grinch Stole Christmas ©2001 Universal
Cards issued by Citibank, N. A. pursuant
City Studios Productions. All Rights Reserved. comcast.com/get300 for details. © 2013 Comcast. All rights reserved. NBCU celebrity
Celebrity endorsement not implied.
endorsement not implied. NBC, a division to a license from Visa® U.S.A. Inc. and
of NBC Universal. NBC Universal Media
IL 60601, P:312.297.9600
ON A MISSION - Comcast
HBO®
+
Streampix®
INCLUDED for 3 months
Why wait for the holiday? Visit
233 N. MICHIGAN AVE. SUITE 2900, CHICAGO,
CASE STUDIES /
CAMPAIGNS
isting customers to upgrade to higher
levels of service, using an entertainment-style, bilingual magazine replete
with content that spoke to Latino
passions—music, sports, food, movies,
entertainment, technology, etc.
BURRELL MECHANICAL
CABLE DISTRIBUTORs
to all, with XFINITY®
Your family room will never be the
same. XFINITY gives you more ways
to get more entertainment with
XFINITY TV. Enjoy the best selection
of current TV shows and hit movies
anytime, on any screen,
with XFINITY On Demand™. And
with the XFINITY™ TV Go app, you
can watch your favorites
anytime, anywhere. TV is right in your
hands. Plus, enjoy the fastest in-home
Wi-Fi for
all rooms, all devices, all the time
with XFINITY Internet. This holiday,
make your
old devices feel new and new devices
even better with XFINITY.
T:21”
lease join us in saluting the results of NAMIC’s annual Excellence
in Multicultural Marketing Awards, which recognize marketing efforts targeting one or more cultural segments that include
African-American, Asian, Hispanic and others. Entries are divided
between distributors and programmers/industry suppliers. Cable
industry giant Comcast dominated the operator side while HBO, BET
and Univision were among programmers that made waves this year.
As always, judges consider each entry on its own merits, so some
categories have yielded multiple winners. Congrats to all!
BLEED
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PRODUCTION
ART DIRECTOR
COPYWRITER
CREATIVE DIR.
ACCOUNT MGR.
MANAGING DIR.
Comcast sponsored the Blogalicious
Conference in Atlanta, GA, bringing
together 300-plus predominately
African-American bloggers for a viewing party for the Oct 3 season premiere
of ABC’s “Scandal.” The event leveraged CelebrateBlackTV.com as part of
the excitement.
XFINITY - UNWRAP THE MAGIC
PRINT - Comcast
This campaign sought to acquire
new subscribers, win back previous
subscribers, build brand affinity and
improve brand consideration among
African-Americans, 25-54, demonstrating how Xfinity can transform the
entertainment experience to unwrap
instant “holiday magic.”
September 2014
CASE STUDIES /
CAMPAIGNS
ALLSTATE - MALA SUERTE
- NBCUNIVERSAL HISPANIC
ENTERPRISES & CONTENT
watch Game of Thrones Seasons 1-3 on
HBO GO (and therefore entice them to
tune into the Season 4 premiere) went
viral and ended up expanding the hit
show’s reach among these important
demographics.
Leveraging Hispanics’ cultural belief that
problems usually stem from fate or destiny,
Allstate’s clever series of commercials
SECOND PLACE
introduced a character called “Mala Suerte” XFINITY - Comcast
(ie, Bad Luck) for Hispanics, 25-49.
THIRD PLACE
DREAM JOB - EL REPORTERO ESPN DEPORTES
HBO LATINO SANTANA
PHILANTHROPIC EVENT - HBO
SECOND PLACE
In Nov 2013, ESPN Deportes held an
aspiring reporter competition to find on-air
talent for World Cup coverage from Brazil,
culminating with a day-long casting event
at L.A. Live in downtown Los Angeles.
More than 100 fans tried out, with 4 eventually securing the coveted spots.
XFINITY LATINO FACEBOOK Comcast
SECOND PLACE
Univision tasked agency Ready Set
Rocket with launching its corporate
social responsibility program, branding
the net’s public service efforts under a
single identity called Univision Contigo.
TARGET - #ASIFESTEJOYO
- NBCUNIVERSAL HISPANIC
ENTERPRISES & CONTENT
HBO LATINO SANTANA DIGITAL
CAMPAIGN - HBO
THIRD PLACE
PRINT
NETWORK/INDUSTRY
SUPPLIER
TOYOTA HISPANIC INFLUENCER
CAMPAIGN - THE DREAM TEAM
AGENCY
TELEVISION
Cablefax: The Magazine
UNIVISION CONTIGO - UNIVISION
COMMUNICATIONS
ALL OTHER MEDIA
Placing digital paid media to target the
Latino consumer via highly visible outlets,
HBO Latino premiered Carlos Santana’s
“Live It to Believe It” concert, touting his
return to Mexico and highlighting leading
U.S. and Latin American stars.
HBO GAME OF THRONES MIXTAPE
– HBO
SECOND PLACE
HBO’s effort to get new African-American and Hispanic viewers to binge
LIVE LIKE A STAR SWEEPSTAKES NUVOTV
THIRD PLACE
CARIBBEAN WORLD SERIES - ESPN
DEPORTES
BECAUSE I CAN - Comcast
Comcast had yet to specifically target
bicultural Hispanics, so Grupos Gallegos
designed a smart campaign that helped
generate calls and new customer acquisitions for Xfinity products and services.
DIGITAL
Cablefax: The Magazine
September 2014
DW (AMERIKA) VERIZON FIOS GWP
CAMPAIGN - INTERNATIONAL MEDIA
DISTRIBUTION
THIRD PLACE
ANTENNA ONLINE MARKETING,
DECEMBER 2013 - INTERNATIONAL
MEDIA DISTRIBUTION
MYX TV I’M ASIAN AMERICAN
AND… - INTERNATIONAL MEDIA
DISTRIBUTION
DIRECT MAIL
DIWALI SUPER JUMBO MAILER
- INTERNATIONAL MEDIA
DISTRIBUTION
IMD leveraged Diwali, an ancient Hindu
festival celebrated in autumn each
year, to position affiliates in a culturally relevant way to Indian consumers
and capitalize on the popularity of the
blockbuster series Mahabharat. Using
well-received postcards, the campaign
drove subscribers to STAR India PLUS
and its family of networks.
DIVERSITY AWARENESS
HBO BOARDWALK EMPIRE EVENT
ACTIVATION – HBO
HBO increased ratings, generated viral
excitement, and created engagement
for “Boardwalk Empire” with a comprehensive African-American targeted
campaign for the Season 4 premiere.
cablefaxmag.com
41
Diverse Excellence
SECOND PLACE
HBO LATINO CARLOS SANTANA
DOCUMENTARY - HBO
THIRD PLACE
COMCAST APA DIWALI EVENT
- INTERNATIONAL MEDIA
DISTRIBUTION
billboard on the side of buildings to promote the BET Hip Hop Awards, including
ways to win premiums and tickets to the
event. This graphics-focused campaign
infused rapid-fire, stop motion-inspired
animation in kaleidoscopic patterns, only
adding to the campaign’s excitement.
THIRD PLACE
SECOND PLACE
SOCIAL MEDIA
TV JAPAN AT&T U-VERSE BILLBOARD INTERNATIONAL MEDIA DISTRIBUTION
DIWALIGRAM.COM - INTERNATIONAL
MEDIA DISTRIBUTION
THIRD PLACE
EXPERIMENTAL MARKETING
BET BRAND PAVILION BET
EXPERIENCE - BET NETWORKS
BET created a fun and immersive event
environment with a wide range of
branded activities, viewing experiences
and talent interactions, reinforcing the
network’s diversity of content while
allowing guests to order their Live BET
Experience on demand.
PREMIUM
TV JAPAN CUSTOM ORIGAMI
PAPER - INTERNATIONAL MEDIA
DISTRIBUTION
SECOND PLACE
As part of TV JAPAN’s annual Spring
grassroots affiliate efforts, IMD produced 25,000 new and improved
custom origami packs featuring the logo
enhanced in gold foil on each page to
be distributed at the local Cherry Blossom festivals.
MYX FUSIONS MOSCATO PRODUCT
LAUNCH - MyX Fusions, LLC
SECOND PLACE
THIRD PLACE
VERIZON FIOS LUNAR NEW YEAR
2013 - VERIZON FIOS
GRASSROOTS
TV ONE – “LOVE THAT GIRL” - TV One
TV One launched an 8-city experiential
campaign for its re-launched series
“Love That Girl”—and the net did it all
in less than 30 days, generating national
awareness in the process.
SECOND PLACE
EL SEÑOR DE LOS CIELOS
CONSUMER TOUR - TELEMUNDO
NETWORK
THIRD PLACE
COMCAST RUSSIAN GRASSROOTS
MARKETING - INTERNATIONAL
MEDIA DISTRIBUTION
OUT OF HOME
BET HHA LYRICALLY OOH
PROJECTIONS - BET NETWORKS
BET created an eye catching projected
42
45TH NAACP IMAGE AWARDS - TV ONE
cablefaxmag.com
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PREVIEW ON
XFINITY INTERNATIONAL
MEDIA
DISTRIBUTION
STAR Diwaligram was a high-concept,
social driven vehicle for promoting
STAR India PLUS’s branding in the U.S.
via a musical “Diwaligram” e-card
for Comcast and Time Warner Cable
customers. Users created an interactive Diwaligram and shared via email,
Twitter, or Facebook.
HBO LATINO SANTANA SOCIAL
MEDIA CAMPAIGN - HBO
HBO Latino turned to myriad creative
social media tactics to promote the
premiere of Carlos Santana’s “Live It to
Believe It” concert, touting his return
to Mexico.
IMD 2014 CALENDAR “CULTURE IN
MOTION” - INTERNATIONAL MEDIA
DISTRIBUTION
SECOND PLACE
THIRD PLACE
THIRD PLACE
LARRYMANIA S3 PREMIUMS
PACKAGE - MUN2
LET’S STAY TOGETHER LOVE
CONFESSIONALS - BET NETWORKS
PRINT
TELEVISION
UNIVISION PORTFOLIO BOOK Univision Communications
ESPN DEPORTES DIGITAL
EVERYWHERE CAMPAIGN - ESPN
DEPORTES
Univision has grown into a huge portfolio
of brands, yet the business community
has had trouble differentiating them from
the competition and one another. ONE FOR
ALL respects the value of each brand while
showcasing the power of the combined
portfolio exposing how UCI is at the
intersection of the biggest growth areas:
Multi-media and Hispanic. ONE FOR ALL is
a promise & an invitation to business partners showing how UCI cuts across barriers
reaching every target in any way.
CELEBRITY SHOUT OUT PROMO GMA NETWORK
ESPN Deportes targeted Hispanic Men
(18-34) with a campaign educating fans
about the digital platforms Watch ESPN
and ESPN Deportes+, relating how
multiple sports fans stay connected to
the sports they love.
SECOND PLACE
UVIDEOS PARTNER SPOTS Univision Communications
THIRD PLACE
SECOND PLACE
MANNY PACQUIAO SHIRT GIFT-WITHPURCHASE - GMA NETWORK
September 2014
UNIVISION ESTO ES UVIDEOS VIDEO Univision Communications
Cablefax: The Magazine