Cablefax The Magazine - September 2017 - 46

DIVERSE EXCELLENCE
Be King.
A new generation now holds the torch ignited by his dream. Comcast NBCUniversal celebrates
Dr. Martin Luther King, Jr. Day by saluting him and all of those who
work together to love and serve one another and the world.
Personality rights and copyrights of Dr. King are used with the permission of The Estate of Martin Luther King, Jr., Inc. Represented by Greenlight. © 2017 Comcast. All rights reserved.
SECOND PLACE (TIE)
¡VIDA SI, DIABETES NO! (LATIN2LATIN
MARKETING + COMMUNICATIONS),
ALLSTATE SPEAK HUMAN TO ME
(ALLSTATE)
THIRD PLACE
TD READY-FOR-DESIS
MORTGAGES - (TD BANK)
MARKETING TACTICS:
DIGITAL
THE BEAUTY CHANNEL -
ELIZABETH ARDEN
Online video views of a 6-week challenge
chronicling the quality and effectiveness
of Elizabeth Arden products on
Chinese women exceeded expectations,
rising above its target by 104%.
MARKETING TACTICS:
EXPERIENTIAL MARKETING
THE BEAUTY CHANNEL -
ELIZABETH ARDEN
In addition to their digital strategy, product
trials on Chinese Canadian women
drove sales to grow by an increase of
108% without any other marketing during
and after this campaign.
SECOND PLACE
BELL CANADA EXPERIENTIAL
(BELL CANADA)
THIRD PLACE
ROYALE TIGER TOWEL - CNY
EXPERIENTIAL (ROYALE TIGER TOWEL)
MARKETING TACTICS:
TELEVISION
ALLSTATE SPEAK HUMAN TO ME
- TWO TO TANGO - ALLSTATE
Through a television spot focusing on the
relationships built between Allstate agents
and their clients, the company boosted the
trust of its customers in its agents to an
all-time high, hitting 82% post-campaign.
OTHER
INTEGRATED MARKETING
CAMPAIGNS
EMERY'S 9-1-1 ALL STARS -
KING COUNTY E-911
PROGRAM OFFICE
Through partnerships with 6 communitybased
organizations and participation
from over 225 students, King County
succeeded in breaking down cultural
and language barriers to 911 services,
garnering 4.9 million impressions from
media coverage on local English, Spanish,
Chinese and Somali media outlets.
MARKETING TACTICS:
DIGITAL
COME IN FOR A QUICKIE - HARRIS
COUNTY PUBLIC HEALTH
Harris County Public Health's tongue-incheek
messaging succeeded in driving
awareness of STD screenings with lower
income females, minorities and 15-30
year olds, garnering 60,271 impressions
with an interaction hit hitting 9.63%.
46
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September 2017
Cablefax: The Magazine
MARKETING TACTICS:
DIVERSITY AWARENESS
MMAC IDENTITY- MULTICULTURAL
MARKETING ALLIANCE
OF CANADA (MMAC)
In an act of celebration for the richness of
the cultural diversity across Canada, MMAC
created a multi-colored, stained glass
maple leaf emblem, symbolizing the agencies
from coast-to-coast coming together
under one banner for unity and inclusivity.
MARKETING TACTICS:
SOCIAL MEDIA
NOT YOUR AVERAGE HOLI DAY
GREETING - BARRETT AND
WELSH
Barrett and Welsh's social media channels
aimed at showing that ideas need to
be translated (not just words) to succeed
in a multicultural market by highlighting
the celebration of Holi, Indian's festival of
color, through a low budget, 15-second
made-for social video.

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