Cablefax The Magazine - September 2010 - 37

This campaign tied for fi rst place in the Case
Study/Campaign category (see above).
DIRECT MAIL
-GMA PINOY AND GMA LIFE LAUNCH
POSTCARD, TIME WARNER CABLE
Time Warner San Diego's piece touted
GMA Pinoy and GMA Life channels with
art featuring their talent. Sales rose 55%
for Pinoy and 49% for GMA Life.
-CELEBRITY CAMPAIGN, COX
Si TV talent Christian Vera appeared on
a mailer touting Cox Arizona's Hispanic
products. A 16% lead increase resulted.
-FILIPINO PACKAGE UPGRADE DIRECT
MAIL, TIME WARNER CABLE
Time Warner LA touted the addition of
GMA Pinoy to its Filipino lineup with a
piece that listed Pinoy's benefi ts. Sent in a
promotional envelope, the piece garnered
a 3.36 percent response rate.
Second Place: (Tie)
-EL MIX, COX COMMUNICATIONS
-COX LO HACE FÁCIL PARA CONECTAR,
COX COMMUNICATIONS
GRASSROOTS
-HD OUTREACH PROGRAM, RETAIL
EVENTS, TIME WARNER CABLE LA
Time Warner Cable joined Univision
and retailers Dearden's and Best Buy to
promote HD, VOD and The World Cup at
events in Los Angeles. Emceed by Univision
talent, the events were well attended
and rode The Word Cup's momentum.
PRINT
-FILIPINO PACKAGE LAUNCH PRINT
AD, TIME WARNER CABLE LA
This Time Warner Cable Los Angeles
campaign was a variation on its winner in
the Direct Mail category (see above). Its 68
percent recall rate was impressive.
Second Place:
-SOUTH ASIAN XFINITY Q1 CAMPAIGN,
COMCAST
RADIO
-POLISH GIFT WITH PURCHASE CAMPAIGN,
COMCAST
Comcast launched a two-month effort aimed
at Chicago's Polish community with an ad
that offered a $20 MasterCard gift with a Polish
Super Pack purchase. The spot improved
results by 39%, besting Comcast's 15% goal.
TELEVISION
-HD OUTREACH CAMPAIGN, MEDIA
INTERVIEWS, TIME WARNER CABLE
Time Warner Cable LA promoted HD
outreach events through interviews on Hispanic
TV shows. Almost 250K viewers saw
the shows, generating 1,500 calls for HD.
-GRANDDAUGHTER, COX
COMMUNICATIONS
Cox's ad supported its brand promise of
" Your Friend in the Digital Age. " It featured
Second Place:
-CHINESE MARKET INFOMERCIAL,
TIME WARNER CABLE
Third Place:
-AUG 09 NUESTRA TELE BASICO
LAUNCH TV CAMPAIGN, TW CABLE
NETWORKS/ INDUSTRY
SUPPLIERS
CASE STUDIES /CAMPAIGNS
-THE CHICAS PROJECT:
SEASON 4, MUN2
mun2's support for season 4 of The Chicas
Project was a combination of grassroots,
print, radio and TV marketing that incorporated
the chicas' cool, sexy and edgy attitude.
The campaign produced the series'
highest-rated premiere.
-COX LAS VEGAS FILIPINO ON DEMAND
LAUNCH CASE STUDY, COX
Cox Las Vegas attempted to increase
Filipino on Demand use through a grassroots
event at Seafood City, where Filipino
Americans were urged to see TFC celebrity
Gelo from the show Barangay USA. The
campaign increased FOD usage 12%,
exceeding Cox's goals.
Second Place: (Tie)
-LATINO STUDENT ATHLETE OF THE
YEAR SCHOLARSHIP, FOX NETWORKS
Second Place:
-COX, TU AMIGO EN LA COMUNIDAD,
COX COMMUNICATIONS
a child speaking English to a Cox phone
agent and Spanish to a relative. It scored
well on consumer tests.
CableFAX's Top Case Studies in Cable Marketing & PR Guidebook
THIS ONE OF A KIND BOOK, from the publisher of CableFAX,
exempliies how cable programmers, operators and vendors cut through
the clutter to mount PR and Marketing eforts that worked, gained
revenue, ratings points and industry buzz. Each study demonstrates
some facet of ingenuity, innovation or integrated thinking, illuminating
communications as a function that has matured with poise and established
its indispensability to business practices.
Order your copy and improve your power of PR today -
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September 2010
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Cablefax The Magazine - September 2010

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