VIVA ‘Rodar y Rodar’ Campaign Wins EFFIE.

Linda Lane Gonzalez has announced that Rodar y Rodar, an integrated US Hispanic marketing campaign created by her firm for tire giant Uniroyal/Michelin North America recently won a bronze EFFIE. This year’s EFFIE competition marked the first time in the history of the award that a stand-alone category was created to honor excellence in US Hispanic marketing. “This underscores the growing importance of Hispanic marketing,” according to Ms. Gonzalez, “and demonstrates that in-language and in-culture marketing that’s strategically on target, can dramatically move the needle for clients.”

“Persuading the customer to act is what all advertising is supposed to do,” says Ms. Gonzalez. “Often, there’s more cachet attached to industry awards that showcase sizzling, creative work—the Lions in Cannes, for example. I’d much rather hang an EFFIE on my wall. It’s in keeping with ViVA’s philosophy that to be truly creative, a campaign must drive action. Our work, Rodar y Rodar, Rolling and Rolling, did just that for the Uniroyal brand, exceeding their retail objectives by more than 500 percent,”

According to Ms. Gonzalez, ViVA’s approach for Uniroyal, as it is for every campaign, was based on a complete understanding of the Hispanic consumer at every point in their life– something Ms. Gonzalez calls Lifelong Lifestyle TendenciesÔ. This proprietary approach evaluates many complex factors including adherence to the culture and traditions of the country of origin, degree of adaptation to the new culture and language preference.