Cablefax The Magazine - September 2015 - 44

DIVERSE EXCELLENCE
P
CABLE DISTRIBUTORS
CASE STUDIES/
CAMPAIGNS
VILLA PARAISO - COMCAST
Grupo Gallegos created the fi rst brevenovela.
" Villa Paraiso, " a scripted story
featuring Xfi nity products, branded Xfi nity
for Spanish dominant and bicultural
Latinos during its 3-minute advertising
block after primetime local news.
SECOND PLACE
TODAY IS HISTORY - COMCAST
THIRD PLACE
WESTERN UNION DIRECT FROM
BOLLYWOOD - WESTERN UNION
ALL OTHER MEDIA
VILLA PARAISO - COMCAST
Similar to the campaign, the fi rst brevenovela
" Villa Paraiso " aimed to brand Xfi nity
for Spanish dominant and bicultural Latinos.
SECOND PLACE
BLACK FRIDAY - XFINITY
DIGITAL
SHAW CNY 2015 DIGITAL TACTICS -
SHAW COMMUNICATIONS INC.
Shaw sought to reach Chinese-Canadians
during the Chinese New Year by
integrating its Bots into the online festival
celebration. The result introduced
favorite entertainment at a fair price.
SECOND PLACE
XFINITY - KEEPING UP WITH THE
JONESES - COMCAST
THIRD PLACE
XFINITY ONLINE VIDEO - COMCAST
DIRECT MAIL
NEXOS LATINOS WINTER 2015
-TIME WARNER CABLE AND
ECLIPSE MARKETING
To engage with Hispanic custom44
cablefaxmag.com
lease
join us in saluting the results of NAMIC's annual Excellence in Multicultural Marketing Awards,
which recognize marketing efforts targeting one or more cultural segments that include AfricanAmerican,
Asian, Hispanic and others. Entries are divided between distributors and programmers/industry
suppliers. Cable industry giant Comcast dominated the operator side while HBO, BET
and Univision were among programmers that made waves this year. As always, judges consider each
entry on its own merits, so some categories have yielded multiple winners. Congrats to all!
ers, TWC used bilingual high-quality
magazines containing culturally
relevant content to promote the TWC
Triple Play bundle, services and
available programming.
SECOND PLACE
PURAVIDA MAY 2015-COMCAST
FLORIDA REGION
THIRD PLACE
XFINITY DIRECT MAIL
ACQUISITION-COMCAST
EXPERIENTIAL
MARKETING
#SIGNMYTWEET/
#FIRMAMITWEET - COMCAST
Telemundo and Comcast
hosted a bilingual Twitter event
urging " Duenos del Paraiso " fans to
tweet @XFINITYLatino using #FirmaMiTweet
or #SignMyTweet for a
chance to have it printed and autographed
by Kate del Castillo.
SECOND PLACE
ESTADIO FIOS - VERIZON FIOS
PRINT
XFINITY - KEEPING UP WITH THE
JONESES-COMCAST
This campaign sought to acquire new subscribers
and win back previous ones, build
brand affi nity and improve brand consideration
among African-Americans, 25-54, by
demonstrating how Xfi nity keeps up with
the latest technology and entertainment.
SECOND PLACE
MLK - WEAPONS OF A
MOVEMENT-COMCAST
THIRD PLACE
BELL CANADA - SOUTH ASIAN - BELL
RADIO
XFINITY- KEEPING UP WITH THE
JONESES -COMCAST
Like the similar print campaign,
Comcast used radio to show African
September 2015
Americans, 25-54, that Xfi nity can keep
up with the latest trends.
SOCIAL MEDIA
#SIGNMYTWEET / #FIRMAMITWEET
-COMCAST
As with the experiential marketing
campaign, #SignMyTweet used Twitter
to encourage interaction among fans
of Telemundo's " Duenos del Paraiso. "
SECOND PLACE
ALIMENTA TU RIVALIDA / FUEL
YOUR RIVALRY-COMCAST
TELEVISION
HERE COMES LILI ESTEFAN-
TIME WARNER CABLE
Time Warner Cable partnered with
Univision to create ads featuring Lili
Estefan highlighting the value of TWC's
products and services.
SECOND PLACE
NESTLE QUALITY STREET -
DIWALI-NESTLE CANADA
NETWORK INDUSTRY
SUPPLIER
CASE STUDIES / CAMPAIGNS
WALMART HOLIDAY HUB REMIX FT.
CHEF ROBLE-ONE SOLUTION
To urge African Americans to eat
healthier during the holidays, an
online video series featuring Chef
Roble and guests demonstrated
cooking alternatives using Walmart's
ingredients.
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Cablefax The Magazine - September 2015

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