iZubi launches.

Zubi Advertising announced the formation of iZubi – a dedicated integrated marketing team that will lead the agency towards more innovative and memorable campaigns for its clients that forge deeper brand relationships with the evolving Hispanic consumer base. iZubi signals a reconsideration of mass media solutions in an era where consumers are seeking alternative methods to interact with products and messages.

“iZubi is a platform for bold and alternative ideas to engage Hispanic consumers in interesting and meaningful ways,” said Joe Castro, executive vice president of Zubi’s Integrated Marketing. “It has always been our goal to provide our clients with the best methods to reach the Hispanic consumer, and the launch of iZubi reaffirms this commitment.”

Integrated, Interactive, Inspiring and Imaginative

iZubi unifies Zubi Advertising’s digital creativity with the science of its direct marketing experts, creating a powerful experiential mix. The integrated department will focus on reaching evolving Hispanic consumers in interactive mediums and satisfying its clients’ requirements for metrics-based communications.

“Consumers today receive marketing messages in various and complex ways,” said Alberto Padrón, director of Zubi’s Integrated Marketing. “iZubi challenges us to discover more ways to interact with products and messages beyond traditional advertising mediums, especially with the growing number of Hispanics online.”

Mercury Latino Lens

Zubi’s latest campaign for Mercury is a prime example of the iZubi team at work. The Mercury Latino Lens Short Film Challenge was created to build maximum brand relationships with a targeted Hispanic niche population. At the heart of the program was a contest seeking to discover the top aspiring Latino filmmakers in the U.S. and showcase their talents to consumers online and at screening events in Miami, San Antonio and Los Angeles.

The Mercury Online Screening Room (www.mercuryfilm.com) served as the hub for consumer digital interaction with the Mercury brand as well as a key source for the program’s metrics. The screening events, held at art centers in Hispanic dominant communities, showcased the six finalists’ short films and were attended by Mercury’s target consumers – young, bilingual Latinos/as. The result was a sophisticated yet seamless integration of experiential events and in-cinema spots combined with targeted direct mail and Email marketing.