Castells struck gold at the 2012 NAMIC Excellence in Multicultural Marketing Awards (EMMA) taking 1st place in four of the five award categories, and five total awards. The NAMIC EMMA Awards recognizes the top marketing tactics and case studies targeted to multicultural audiences in the cable industry.
“I’m especially pleased with our performance in this highly competitive field. ROI-powered ideas come from a mix of analytics, segmentation, brand and sales-building creativity – and come to life through every-platform activation and a lot of sweat.” said Liz Castells, CEO. Castells strategized and executed the 360º campaigns that tapped many of the agency’s disciplines including full-spectrum advertising, promotions, social media and added value integration. The agency has been extraordinary in delivering acquisition results for Time Warner Cable, while elevating the brand with unforgettable creative drawing on human insights that connect with Latinos of all ages and acculturation.
2012 NAMIC EMMA Award Winners ˆ Time Warner Cable
The “Mi Vida a Mi Manera” (My life, my way) brand campaign won 1st place in the Case Studies/Campaigns category. The series of storyline‚ ads with relatable everyday moments underscore how Time Warner Cable helps connects consumers to the people and passions they love most.
The “Reto Fast Five” (Fast Five challenge) won 1st place in the Digital Marketing category. This multi-faceted social campaign with a bold, urban feel aimed to impact transactions of Movies On Demand by leveraging Don Omar’s star power and consumer passion points for films and music.
The “Diversity and Inclusion’ print campaign won 1st place in the Diversity Awareness category. This multi-language campaign was a fresh, unified way to show a company’s diversity commitment to multicultural, LGBT or the disabled, by tapping on the individual’s strengths beyond a label.
The #1 Fan TV Spot won 1st place in the Television category. The DR spot features Jencarlos Canela, a bicultural young singer and novela leading man who generates social buzz. His real, affable manner makes the – more for less‚ message palatable, credible, even fun — and ROI-powered.
Last but not least, the “Alcanza La Fama” multi-platform campaign on the pulse of pop culture, won 3rd place in the Case Studies/Campaigns category. It was designed to celebrate our music passion featuring aspiring singer Karen Rodriguez (pre-American Idol), increase TWC internet sales with an online contest tied to the A Mi Manera‚ brand lyrics, and help Latinos advance in entertainment partnering with NHFA.