Cablefax The Magazine - September 2012 - 40

DIVERSE EXCELLENCE...
E
ach year, we take great pleasure in presenting
the results of NAMIC's annual Excellence in
Multi-Cultural Marketing Awards, which recognizes
marketing efforts targeting one or more cultural
segments that include African-American, Asian,
Hispanic and others. As always, entries were
divided between cable distributors and networks
for more of an apples-to-apples comparison in the
various categories. Judges consider each entry on
its own merits, so each category can yield multiple
winners. It was a great year for Comcast and Time
Warner Cable on the distributor side while Univision,
GMA Networks and BET Networks took home
a number of wins across the content categories.
Congrats to all the EMMA honorees!
CABLE DISTRIBUTORS
CASE STUDIES /
CAMPAIGNS
MI VIDA A MI MANERA TV CAMPAIGN -
TIME WARNER CABLE
With this campaign, Time Warner targeted
the Hispanic audience with spots that
brought to life how consumers can use
technology from the comfort of their
homes.
SECOND PLACE
OPEN YOUR DOORS/ABRE LAS PUERTAS
- COX COMMUNICATIONS
THIRD PLACE TIE
- ALCANZA LA FAMA CAMPAIGN -
TIME WARNER CABLE
- OPTIMUM RETENTION EFFORTS -
CABLEVISION
MARKETING TACTICS
ALL OTHER MEDIA
COMCAST-MULTILINGUAL-ONSCREEN
GUIDE - COMCAST
Comcast tailored its Multilingual OnScreen
Program Guide to cater to leading nonHispanic
ethnic groups, featuring 6 distinct
languages including Chinese, Korean, Vietnamese,
Polish, Russian and Arabic.
DIGITAL
RETO FAST FIVE (FAST FIVE CHALLENGE)
- TIME WARNER CABLE
40
cablefaxmag.com
With this campaign designed around popular
movie " Fast Five, " Time Warner Cable
drove Facebook community engagement
and growth by generating buzz and raising
brand awareness, consideration and
loyalty among Hispanic viewers.
DIRECT MAIL
FILIPINO MOVIES TOD SUMMER ENTERTAINMENT
- COMCAST
Comcast California spoke to its large
Filipino-American community with a
unique direct mail campaign to increase
paid VOD orders of ABS-CBN International
Filipino movies, tying in a culturally
relevant designed letter and free VOD
movie coupon
SECOND PLACE
NEXOS LATINOS, TWC NYC UPGRADE/
RETENTION - TIME WARNER CABLE
THIRD PLACE
XFINITY CAREFREE MINUTES WORLDWIDE300
DM - COMCAST\
DIVERSITY AWARENESS
DIVERSITY AND INCLUSION PRINT
ADS - TIME WARNER CABLE
Time Warner Cable drove consumer
consideration and multicultural afinity
by elevating customers' perception of
September 2012
the company as a consumer-centric and
culturally relevant brand.
GRASSROOTS
COMCAST EXPERIENCE STORE
LAUNCH - COMCAST CABLE
With this free event, Comcast featured
appearances from Hispanic focused
talents including " Dora The Explorer, "
partnerships with NBCUniversal and other
afiliates, as well as giveaways and plenty
of food trucks.
PRINT
CHINESE AUTHORIZED DEALER
EXPERIENCE - COMCAST
With this newspaper campaign, Comcast
reached the Chinese-American community
by promoting six Comcast California
Chinese authorized dealer stores
(mom-and-pop shops) that sell Comcast
services.
KOREAN LAUNCH PRINT - TIME
WARNER CABLE WEST
With a focus on the triple play, the launch
of Time Warner Cable's Korean package
for the irst time gave Southern California
Korean-American households a way to
subscribe to the three big Korean broadcast
nets-all from 1 provider.
CableFAX: The Magazine
http://www.cablefaxmag.com
Cablefax The Magazine - September 2012

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