C.O.D Launches Initiative Targeting U.S. Hispanic Youth.

CreativeOndemanD (C.O.D) is launching a novel advertising initiative geared at U.S. Hispanic youth for its client Volkswagen of America. Inspired by the important year-end ritual of students signing each other’s yearbooks, C.O.D developed a Volkswagen-branded “signing page” that effectively reaches young Latinos in a natural way and through a credible medium that genuinely connects with them.

Showcasing VW’s New Beetle model, the “spirit of youth in a car”, this interactive ad gives students the freedom to go beyond the traditional signing and provides them with a forum in which to communicate their heartfelt thoughts and express their unrestrained individuality – a concept deeply embedded in Volkswagen’s core philosophy. The Volkswagen page is being featured in the yearbooks of 40 high schools nationwide in the markets of: Chicago, Houston, Los Angeles, Miami, New York and San Antonio.

Priscilla Cortizas, C.O.D Partner and Creative Director explained the genesis of this campaign: “Bilingual, English-dominant Hispanic youths are a difficult group to reach through traditional Spanish-language advertising. They move seamlessly between both cultures and also often have a guarded view towards advertising messaging in general. We wanted to reach them on their terms, and the yearbooks gave us that opportunity. As an added bonus, we feel very privileged to be able to execute this campaign. High school yearbooks become cherished possessions and they capture some of the most memorable years of a person’s life. To be able to involve VW in this experience is truly rewarding for us.”

This campaign also has yielded unexpected benefits for both the schools and C.O.D., as explained by Laura Orta, Journalism teacher at South Miami Senior High, in Miami, Florida: “Working with C.O.D, our students got the opportunity to collaborate with award-winning professionals in the design and marketing fields which is a great experience for them.” Ms. Orta also added that the Volkswagen yearbook ad is regarded as an important and very helpful contribution to her institution because it provides funding for a yearbook that is always in need of support.