Cablefax The Magazine - September 2016 - 44

DIVERSE EXCELLENCE
Please join Cablefax in applauding the results of NAMIC's annual Excellence in Multicultural Marketing Awards, which acknowledge
the cable industry's marketing efforts focused on one or more cultural segments that include African-American,
Asian, Hispanic, LGBTQ and others. Entries are divided between distributors and programmers/industry suppliers. Once
again Comcast led the operator side with an overwhelming number of accolades, with HBO and BET shining on the programmers'
side. As always, judges consider each entry on its own merit, hence some categories have multiple winners.
CABLE DISTRIBUTORS
CASE STUDIES/
CAMPAIGNS
LANGUAGE CHOICE
- COMCAST/XFINITY
Grupo Gallegos developed easily relatable
and emotionally charged online
videos that conveyed the ease of
switching languages with the X1 Operating
System in everyday life examples.
2ND PLACE:
THE WONDERFUL WORLD OF
XFINITY - COMCAST
3RD PLACE:
XFINITY MULTICULTURAL
CAMPAIGN - COMCAST
MARKETING TACTICS
DIGITAL
XFINITY LIKE-MINDED
- COMCAST
Xfi nity appealed to African-American
millennials and families with a campaign
showing how Xfi nity's products
and services are " perfect for people just
like you. "
2ND PLACE
LANGUAGE CHOICE - COMCAST/
XFINITY
DIRECT MAIL
UNCOVER THE TRUTH: BOXING
DIRECT MAIL -
MEDIACOM
An extension of Mediacom's " Uncover
the Truth " campaign, the mailer
targeted SMBs to dispel myths and
confi rm facts regarding Mediacom Business
services costs and value.
2ND PLACE
XFINITY MULTICULTURAL DIRECT
MAIL - COMCAST/XFINITY
3RD PLACE
LANGUAGE CHOICE - COMCAST/
XFINITY
EXPERIMENTAL
MARKETING
ILD EXPERIMENTAL
CAMPAIGN - COMCAST
In an effort to combat previously poor
calling connection to India, XFINITY
created the campaign#Count Memories
to market unlimited international calling
amongst the Bay Area's South Asians.
OUT OF HOME
BLACK HISTORY MONTH -
GREATEST - COMCAST
Comcast showcased a special collection
of Black independent fi lms-curated in
partnership with the American Black
Film Festival and by highlighting the
achievements of director Spike Lee and
actress Whoopi Goldberg.
PRINT
COMCAST/M LOVE K PRINT
- COMCAST
In honor of heroes of the Civil Rights
movement, Comcast featured iconic
photos to place " Love " at the center of
the fi ght for social change.
2ND PLACE
LANGUAGE CHOICE - COMCAST/
XFINITY
3RD PLACE
XFINITY SEAMLESS - COMCAST
RADIO
1ST PLACE TIE
XFINITY SEAMLESS
- COMCAST
To build brand affi nity and gain new
subscribers with African Americans
25-54, Xfi nity showed how its products,
services and technology help the demo
live their lives seamlessly.
1ST PLACE TIE
COMCAST/M LOVE K/STRENGTH
TO LOVE RADIO - COMCAST
Like its similar print campaign, Comcast
drew inspiration from Dr. King's
" Strength to Love " sermons to appeal to
African American consumers via radio.
SOCIAL MEDIA
LANGUAGE CHOICE - COMCAST/XFINITY
Grupos
Gallegos created the highest
engagement rate in the history of
the Comcast Hispanic audience with
strategic social tactics. In partnership
with Mitú, the campaign covered Vine,
Twitter, Facebook and Instagram.
2ND PLACE
THE WONDERFUL WORLD OF
XFINITY - SOCIAL - COMCAST
TELEVISION
LANGUAGE CHOICE - COMCAST/XFINITY
Like
Xfi nity's social media campaign,
this component contributed to Xfi nity's
greatest success of any campaign in
company history.
2ND PLACE
PERFECT FOR ME - COMCAST/
XFINITY
3RD PLACE
THE WONDERFUL WORLD OF
XFINITY - TV - COMCAST
NETWORK INDUSTRY
SUPPLIER
CASE STUDIES/
CAMPAIGNS
1ST PLACE TIE
THE BLACK PANTHERS, INDEPENDENT
LENS PBS - ITVS
PBS sought to engage younger viewers and
viewers of color, demonstrating
how a company can redefi ne their typical
audiences by focusing on target audiences.
1ST PLACE TIE
COVERGIRL & LATIN AMERICAN
MUSIC AWARDS - NBCUNIVERSAL
HISPANIC GROUP
Telemundo partnered with COVERGIRL
to launch a multi-platform campaign
44
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