campaign tactics

Nissan USA CMO Interview on Snapchat, Hispanic Outreach for Altima

Posted by Dale Buss on May 7, 2014 12:11 PM

Nissan is trying to add to its US marketplace momentum with a new campaign that uses a subterfuge technique with a long and successful history in commercials to underscore the performance chops of its Altima. "Ride of Your Life" demonstrates that Altima has convincing "vroom" under the hood even though it's the brand's flagship four-door, family sedan.

Also intended to generate excitement for the brand's year-end closeout sale and generate traffic to dealerships, the "Ride of Your Life" campaign hinges on a TV spot that launched on U.S. cable networks on Monday, driving traffic to ChooseNissan.com.

The spot depicts real consumers reacting with surprise and delight after riding in an Altima around a real racetrack. The catch: the stock car had been dressed to look like a racing version of Altima—and the delight came afterward, from consumers realizing that this was a version of Altima they could actually own.

"Performance is still very relevant to the American consumer," Nissan USA CMO Jon Brancheau told brandchannel about the concept and inspiration for the campaign. "In this case we're illustrating that in an exciting fashion with consumers who are genuinely surprised."Continue reading...

e-commerce

HSN Tunes In to Hispanic Consumers with Univision-Branded Boutique

Posted by Sheila Shayon on November 14, 2013 07:02 PM

HSN, the world’s oldest home shopping network at 36, is targeting Hispanic consumers in a three-year e-commerce partnership inked with Univision Communications for a curated shopping portal, "Boutique Univision, una tienda de HSN."

“This is the fastest-growing consumer group and they will be driving the US economy over the next few decades,” Bill Brand, CMO and business development officer at HSN, told the New York Times.

The boutique will offer products from a range of categories including electronics, fashion, beauty, home décor and cookware from brands that, at launch, include Coca-Cola, Lancôme, Benefit, OPI, G by Giuliana, Iman, Vince Camuto, HP, Samsung, Apple, Curtis Stone and Wolfgang Puck. 

HSN broadcasts live to 95 million households and HSN.com features more than 50,000 product videos, but the media unit, like many others, is looking to lend further focus to the growing Latino community that openly embraces social and mobile activity—both influential in the ways consumers shop.Continue reading...

media brands

Mas Branding: Spanish-Language TV Networks Sharpen Focus

Posted by Sheila Shayon on December 4, 2012 10:03 AM

As the US audience for Spanish-language television continues to grow, the competition is heating up as evidenced by Univision’s rebranding of its second-largest network, TeleFutura, a shot across the bow at rival Telemundo.

Its new name is UniMás and the content and marketing skew are towards the younger male Latino. Univision Communications Inc. is the leading media company serving Hispanic America and new deals with Caracol Televisión, RTI Colombia, and Televisa strengthen its position as the fastest growing broadcast network in the US, irrespective of language. 

“UniMás will offer the new generation of Hispanic Millennial trendsetters – the Más Generation – options for bolder content,” stated César Conde, president, Univision Networks. "We will deliver more of the best available Spanish-language programming, more series, more sports, and more movies that speak to what our audience is looking for.” 

The revamped network debuts on Jan. 7, 2013 with a slate including dramatic thrillers, “Made in Cartagena” and “Quien Eres Tu” (Who are You), a boxing-themed drama called “Cloroformo,” and a project based on the novel “Diablo Guardian” by Xavier Velasco to be adapted by Gustavo Bolivar, author of the hit series “El Capo” and “Sin Senos No Hay Paraiso.” 

Increased sports programming includes games from the Mexican National Team, Liga MX, CONCACAF Gold Cup 2013, FIFA Confederations Cup 2013 and World Cup 2014 and continue popular fare such as “Solo Boxeo” and “Contacto Deportivo.” 

“We have been focused on making TeleFutura the undisputed No. 2 Spanish-language network in the U.S. behind Univision,” said Conde to the New York Times. “This new brand positioning is going to really identify and connect UniMás with the main mother ship brand of Univision.” 

UniMás is an example of sweeping changes in Spanish-language television in the quest for more viewers and ad dollars. “The Hispanic market is not the old stereotype of the past at all. It’s incredibly young and tech savvy,” said Karl Heiselman, CEO, Wolff Olins, the agency that recently redesigned Univision’s logo as a 3D version of the multi-colored tulip and added “The Hispanic Heartbeat of America” as a new tagline.

Telemundo has also announced rebranding, replacing its blue “T” logo with a bright-red version in a campaign featured this month on parent NBCUniversal networks including A&E, Bravo, CNBC, Lifetime and MTV, where the Spanish word “te,” informal for “you,” is replaced with phrases like “Te sorprende” and “Te informa” (It surprises you. It informs you). 

“It is the year of the brands in the Hispanic space,” said Jacqueline Hernández, COO Telemundo in the Times. “When you’re doing a brand refresh, your goal is to keep, maintain and attract.” 

On the news front, CNN en Espanol, the Spanish-language news network pay TV leader for the past 15 years in Latin America and the United States, is launching CNN Latino, a syndicated programming block tailored for the U.S. Hispanic broadcast stations covering news, lifestyle, documentary, talk and debate.

"The U.S. market is so diverse and so large that there is room for two distinctive content options," stated Cynthia Hudson-Fernandez, SVP and GM of CNN en Espanol and Hispanic strategy for CNN/US.

CNN Latino will launch in Los Angeles late January 2013, with a branded programming block of eight hours as well as a dedicated section on the worldwide Spanish-language site, cnnespanol.com.

"There is a real demand for relevant, dynamic, quality programming and CNN Latino is a unique product designed specifically for the growing U.S. Hispanic audience, representing the dual reality of U.S. Latinos today who are multi-generational and proud to be bilingual,” added Hudson-Fernandez.

logo-a-gogo

Univision Puts Heart in Its Logo for 50th Anniversary

Posted by Sheila Shayon on October 18, 2012 01:27 PM

Univision is celebrating its 50th anniversary with a new brand identity as the “Hispanic Heartbeat of America.”

“The launch of our new brand logo kicks-off a new era at Univision that speaks to who we are as a company and that we are a direct reflection of the Hispanic community we serve – multidimensional, dynamic, modern and bold,” said Randy Falco, president and CEO, Univision Communications, Inc.

The new logo, which adds dimension and warm, evokes the human heart. It's a fitting evolution for a broadcaster with humble beginnings as a single television station in San Antonio, Texas, back in 1962.Continue reading...

campaigns

Burger King Kicks Out Celebs, Kicks Off Summer Campaign With a BBQ

Posted by Shirley Brady on June 7, 2012 12:32 PM

Burger King today unveiled the post-celebrity kick-off to its summer campaign: "Barbecue Day." The description: "Summer time is all about great food, good company and fun! This is the time of year we all look forward to. It’s BBQ time friends! Let’s have a BBQ today at BURGER KING®!" 

Click here to watch its new commercial, and take a look back at its (somewhat) controversial, just-wrapped celebrity-studded campaign for its new menu below.Continue reading...

celebrity brandcasting

Eva Longoria Stumps for Barack Obama [VIDEO]

Posted by Shirley Brady on April 26, 2012 01:35 PM

The Barack Obama presidential re-election team today released a new video endorsement by actress Eva Longoria, the national co-chair of Obama for America. In the campaign (click here for the Spanish version), she touches on healthcare, education and immigration to pitch the president (and the American Dream) to the Latino community, and ends by directing voters to Latinos.BarackObama.com for more information.Continue reading...

celebrity brandmatch

BK Taps Sofia Vergara and Salma Hayek to Pitch Salads en Espanol

Posted by Shirley Brady on April 16, 2012 10:45 AM

Burger King made a splash with its celeb-laden new campaign that debuted two weeks ago, featuring Jay Leno, David Beckham, Salma Hayek and a Mary J. Blige commercial that resulted in a "She said/BK said" flap.

Today the burger chain adds Sofia Vergara to that list, with a Spanish-language commercial that touts its Garden Fresh Salad as one of its healthier new menu items — click here to watch — joining Hayek's bilingual, character-packed pitch for BK's salad, chicken wraps and crispy chicken strips: a Spanish-language, salad-touting spot for Hispanic-targeted TV channels, and a companion English-language version.

ad watch

In McDonald's New Dollar Menu Commercials, Guess Who Gets the Girl?

Posted by Shirley Brady on March 26, 2012 01:28 PM

McDonald's is promoting its Dollar Menu deals in two commercials aimed at men — one in English, the other in Spanish. In the English-speaking spot, above, the guy gets the girl — in the Spanish-language spot below, he doesn't — but at least there's someone else to come home to:Continue reading...

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