DIRECT RESPONSE MARKETING
WINNER: UNIVISION COMMUNICATIONS FOR “CONNECT WITH UNIVISION NETWORKS”
Proving good things come in big, red
packages, Univision’s memory stick
connected with cable affiliates.
Univision wanted to share with affiliates
some success stories about its networks,
Univision, TeleFutura and Galavisión. The
right kind of mailer would reinforce with
cable operators that Univision’s networks
are the leaders at connecting with U.S.
Hispanics. How to break through the clutter and get across this sense of connection with Hispanic viewers—that was the
challenge. “Connect” ended up being the
key word—Univision mailed out branded
1GB memory sticks to its affiliates along
with instructions on how to use the
sticks. Once “connected” to a USB port,
a layered presentation unfolded, including programming clips, a click-through to
an e-mail link that activated delivery of a
complimentary Univision fleece sweatshirt
and links to each network and to images
from past promotions and campaign
support. The medium was the ultimate
message, telling affiliates: Univision knows
how to connect with Hispanics, and with
its partners. ♣
\ The sweatshirt incentive prize generated an 11% response rate within the first
two weeks of the mailing.
\ The memory stick was mailed to MSO programming GMs, marketing executives
and multicultural marketing executives on a corporate and regional level.
Honorable Mentions:
Atlantic Broadband for Advanced Target Marketing—Atlantic Broadband’s creation of four distinct, highly targeted direct mail streams put it on
the leading edge of advanced, database-powered direct mail s ystems.
Cablevision Systems for Reggaeton Campaign—Cablevision played a
hunch that a music-themed promotion would appeal to its grow ing Hispanic
base of customers; it produced two Reggaeton-powered TV spots and Reg-gaeton-themed magazine inserts that drove high call volume.
Faith & Values Media for “Light for Your Journey”—The initial “Light for
Your Journey” newsletter built relationships with F&V’s donors to the tune of a
60% response rate, pretty good for a first effort, considering a 1% response
is generally considered excellent. It now will be published 2-3 times yearly.
Time Warner Cable for “Fred Claus” Campaign—Time Warner Cable’s
integrated marketing campaign spinning off the movie Fred Claus engaged
500,000 consumers online, with an average session time of 38 minutes.
