Cablefax The Magazine - September 2015 - 46

DIVERSE EXCELLENCE
OUT OF HOME
CENTRIC MARTHA'S VINEYARD
TAKEOVER-BET NETWORKS
In 2014 Centric repositioned itself as the
only multi-platform brand to celebrate
African American women. Using a truck
with billboard-like branding, refreshments,
items and activities, marketing
targeted black women, 25-54, during a
peak travel time at Martha's Vineyard.
SECOND PLACE
BIG FREEDIA QUEEN OF BOUNCE
S3-FUSE
THIRD PLACE
ATLANTA EXES - BUS SHELTER-VH1
PREMIUM
NELLYVILLE CUDDLE NELLY BODY
PILLOW -BET NETWORKS-360
MARKETING
BET created full length Nelly body pillows
to serve as prizes during a contest. Using
social media platforms, BET was able to
engage with consumers, aged 18-49,
and spark conversation about the show.
SECOND PLACE
GMA PINOY TV LOUDBASSTARD
BAMBOO SPEAKER-GMA NETWORK INC
THIRD PLACE
IMD 2015 CALENDAR & DIGITAL
APP-INTERNATIONAL MEDIA
DISTRIBUTION
PRINT
MORE TO LOVE PRINT AD FOR
TELUS-GMA NETWORK INC.
To excite existing and potential Filipino
customers in Canada about GMA Life TV
subscriptions, GMA placed print ads in
major publications across Western Canada.
SECOND PLACE
YANDEL " LEGACY: DE LIDER A
LEYENDA " TOUR-HBO
DRUMLINE: A NEW BEAT - PRINT-VH1
RADIO
BET AWARDS 14 RADIO BROADCAST
CENTER-BET NETWORKS
BET Networks generated more than 30
million impressions by hosting a live
broadcast of top African American stations
and urging social media interaction.
46
cablefaxmag.com
SECOND PLACE
SUAVE SAYS - RADIO-VH1
SOCIAL MEDIA
PREMIOS BILLBOARD 2015-
NBCUNIVERSAL HISPANIC GROUP
Using social media livestreams and exclusive
digital content, Telemundo gave
fans access to their favorite artists and
talent through a full 360 experience.
SECOND PLACE
DRUMLINE: A NEW BEAT - SOCIAL
MEDIA-VH1
THIRD PLACE
ILUSTRADO WORLD PREMIERE TWEET
UP PROMO-GMA NETWORK INC
TELEVISION
ADVERTISING CAMPAIGN FOR A
NETWORK-NBC UNIVERSO
During NBC Universo's re-launch, it aired
the exclusive Spanish telecast of Super
Bowl XLIX. It was the number one most
watched cable network that day among
Hispanic adults.
SECOND PLACE
THROUGH A LENS DARKLY,
INDEPENDENT LENS-ITVS
THIRD PLACE
HBO LATINO " FALL IMAGE " -HBO
OTHER
CASE STUDIES / CAMPAIGNS
MCCORMICK ONLINE COOK OFF-
MCCORMICK CANADA
This campaign targeted second-generation
Filipino-Canadians and traditionalists
by suggesting McCormick
Filipino recipe mixes and encouraging
Facebook use with contests and incentive
prizes.
SECOND PLACE
TRESEMME HISPANIC PR -TRESEMME
DIGITAL
JOHNSON & JOHNSON - AVEENO
-JOHNSON & JOHNSON INC.
CANADA
Johnson &Johnson leveraged prominent
Chinese bloggers, multi-tab content, and
social media, to educate the Chinese
community about Aveeno products.
September 2015
EXPERIENTIAL MARKETING
MCCORMICK ONLINE COOK OFF
-MCCORMICK CANADA
Like its campaign, McCormick targeted a
young audience and second-generation
Filipino-Canadians by suggesting the use
of new products in Filipino fusion cuisine.
SECOND PLACE
SONY CNY -SONY CANADA
THIRD PLACE
JOHNSON & JOHNSON- JOHNSON &
JOHNSON INC. CANADA
OUT OF HOME
NESTLE QUALITY STREET-NESTLE
CANADA
Quality Street was promoted as a choice
gift during the festival of Diwali for
Indo-Canadians while targeting South
Asians in high-density South Asian
neighborhoods with out-of-home billboard
media.
PRINT
KIT KAT CNY-
NESTLE CANADA
In honor of the Chinese New Year, Kit Kat
created print ads to promote the product
in a way relevant to cultural celebrations.
SOCIAL MEDIA
CAROL'S DAUGHTER-
CAROL'S DAUGHTER
After being sold to L'Oreal, Carol's
Daughter refreshed the brand's social
conversation with over 4.3 million social
media impressions from #URAppreciated
hashtags, 40 media placements in outlets,
and social engagement from celebrities.
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Cablefax The Magazine - September 2015

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