Cablefax The Magazine - October 2011 - 35

CUSTOM CALL CENTER FLIP GUIDES & STANDEES
- INTERNATIONAL MEDIA DISTRIBUTION
Rather than just use generic tools, IMD
created custom fl ip guides and standees
to increase awareness of the unique IMD
networks carried within each system to
target CSRs in key markets where at least
fi ve IMD networks were offered.
SECOND PLACE
NUVOTV'S PASTPORT: CUBA KEY ART - NUVO TV
DIGITAL
CLUB DE NOVELERAS WEBSITE -
TELEMUNDO NETWORK
A revamped telenovela fan club Club de
Noveleras targeted at Hispanic women
18-49 utilized a L'Oreal USA sponsorship
that included an online member Web site
offering original novela content, behind-thescenes
footage and other goodies.
SECOND PLACE
2011 ASIAN HERITAGE MONTH CAMPAIGN - HBO
THIRD PLACE
BLACK GIRLS ROCK - DIGITAL - BET
DIRECT MAIL
BOLLYWOOD HITS ON DEMAND DIRECT MAIL -
INTERNATIONAL MEDIA DISTRIBUTION
To create buzz around Comcast's recently
expanded Bollywood Hits On Demand
offerings and its free online access to Xfi nity
content, IMD blanketed South Asian
prospects with direct-mail pieces.
SECOND PLACE TIE
- ZEE TV ACQUISITION & RETENTION CAMPAIGN
- ASIA TV USA LTD
- ANTENNA TV/GREEK LENTICULAR DIRECT MAIL
INTERNATIONAL MEDIA DISTRIBUTION
- ZEE TV RCN CAMPAIGN SEPTEMBER 2010 -
ASIA TV USA LTD
THIRD PLACE
WAY BLACK WHEN - BLACK HISTORY MONTH -
TV ONE
DIVERSITY AWARENESS
THE NEW AMERICAN REALITY - UNIVISION
Univision created a video that used informaCableFAX:
The Magazine
tion from the latest Census and humanized
it with emotional connection that results
when cultures merge.
SECOND PLACE
MANILA JEEPNEYS - GMA NETWORK, INC.
THIRD PLACE
WAY BLACK WHEN - BLACK HISTORY MONTH -
TV ONE
EXPERIENTIAL MARKETING
AN EVENING WITH WENDY WILLIAMS -
BET INTERNATIONAL
For " The Wendy Williams Show " international
launch in July 2010, BET International
brought the entertainer to London for an
exclusive and intimate conversation with
her new U.K. audience.
SECOND PLACE
CLUB DE NOVELERAS MULTI-MARKET TOUR -
TELEMUNDO NETWORK
THIRD PLACE
BET AWARDS 10 EXPERIENTIAL - BET
GRASSROOTS
CHANNEL ONE RUSSIA LAUNCH -
INTERNATIONAL MEDIA DISTRIBUTION
For the February launch on Charter of
Channel One Russia in Glendale and
Burbank, CA, IMD created a targeted
campaign that included direct mail to
741 Russian-speaking households,
10,000 custom imprint bilingual grocery
bags and 2,000 flyers distributed to local
Russian markets and specialty stores.
SECOND PLACE
KAPUSO ABROAD MAGAZINE -
GMA NETWORK. INC.
KIT
IMD AFFILIATE KIT - INTERNATIONAL MEDIA
DISTRIBUTION
To help woo U.S. cable operators and
prospective international business partners,
IMD created a new affiliate kit selfcontained
in an evergreen folder, with
inserts that could be removed/added as
needed on an ongoing basis and a colorOctober
2011
coding system by ethnicity.
OUT OF HOME
HBO LATINO OUT-OF-HOME WILD POSTINGS - HBO
HBO Latino drove brand and tune-in awareness
during Hispanic Heritage Month via a
broad campaign that included out-of-home
wild postings targeted in high-density Latino
neighborhoods in cities including New
York, L.A., Chicago and Miami.
SECOND PLACE
SBTN VIETNAMESE MOBILE CAMPAIGN -
LITTLE SAIGON -
INTERNATIONAL MEDIA DISTRIBUTION
THIRD PLACE
BET AWARDS - OUT OF HOME - BET
PREMIUM
WORLD CUP SNEAKER MAILER -
UNIVISION COMMUNICATIONS INC
Univision tied into the World Cup-and
its fi rst-ever HD broadcast of the soccer
tournie-in a power play aimed at getting
ops to carry its three new HD networks
and drive interest in its digital services.
SECOND PLACE
SNAPSHOTS FROM AROUND THE GLOBE -
CALENDAR -
INTERNATIONAL MEDIA DISTRIBUTION
THIRD PLACE
CLUB DE NOVELERAS PREMIUMS -
TELEMUNDO NETWORK
PRINT
BLACK GIRLS ROCK - BET INTERNATIONAL
BET promoted the U.K. debut of awards
show " Black Girls Rock! " through a highimpact
print ad in fashion and lifestyle
magazine Pride, which also targets female
consumers of black culture.
TELEVISION
KNOW YOUR HERITAGE - THE AFRICA CHANNEL
Black History Month proved the ideal time
for Africa Channel's joint marketing initiative
to improve affi liates' customer retention and
acquisition rates, and build awareness for
the network on television and online.
cablefaxmag.com
35
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Cablefax The Magazine - October 2011

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