Fox Sports en Español helps Conill deliver Silver Media Lion for Toyota Campaign.

Fox Sports en Español demonstrated to the international media community its expertise in providing innovative advertising solutions for its advertising partners when Conill’s campaign for the launch of the new Toyota Corolla was awarded a Silver Media Lion during the 55th Annual Cannes International Advertising Festival held June 15-21.

Maximizing the use of both its linear TV channel, and its multiple non-linear brands, Fox Sports en Español created the first-ever customized in-brand, integrated solution in the U.S. Hispanic market by re-defining the advertising space for the launch of the new Toyota Corolla, called “The Lineman.” Conill’s campaign, which launched in February of this year, incorporated action-packed banners into the live programming of the Copa Libertadores positioned strategically in the lower frame of the screen to seamlessly integrate entertaining videos. These made the viewer believe that the lineman, reporter and a substitute player were distracted because they were falling in love with the new Toyota Corolla.

The Fox Sports team did a terrific job of helping us execute our creative vision

“The Fox Sports team did a terrific job of helping us execute our creative vision,” said Conill Creative Director Pablo Buffagni. “The L-Box in-program integration provided an effective and unobtrusive way of engaging our audience.”

Fox Sports en Español designed the in-program, high recall and retention commercial elements imbedded into its exclusive Copa Libertadores programming. The country’s most widely distributed Spanish language sports network on cable television took it to the next level by transforming the campaign into a supreme cross-platform execution that included interactive product immersion and integration across multiple media platforms which included broadcast, online with the network’s partnership of msnlatino (delivering over 1.2 million unique users per month to the site), and the largest-circulating, Spanish-language sports magazine in the United States–Fox Sport Magazine (reaching 750,000 Hispanic households monthly).

“Since our inception we have been pioneers-we were the first Spanish-language sports network, starting out with nine advertisers-we now have over ninety advertisers who stick with us because we are able to provide unrivaled, creative and integrated advertising solutions that deliver the results they want,” affirmed Tom Maney, senior vice president for the network.

“We are proud to say that Toyota is one of our longest-running advertisers, having been with us since our inception, and remains our loyal partner as we are able to develop strategies to achieve their goals in a way no one has ever done before, and there is something to be said about long-term relationships,” stated Maney.