CableFAX - September, 2008

Things continue to improve with NAMIC’s Excellence in Multicultural Marketing Awards, the EMMAs. Not only has the quality of entries continued to rise yearly, the number of entries has as well. Entries this year were up 10% over last year’s record intake, says Daphne Leroy, NAMIC’s VP for Marketing and Communications. And the awards themselves have expanded, with a new category, Diversity Awareness, added to the mix. Some things haven’t changed, though. The EMMAs presentation will be held during NAMIC’s conference this month in New York. ESPN Deportes again will be sponsoring the awards and CableFAX will be NAMIC’s exclusive media partner for the EMMAs. Below are pro les of this year’s rst-place winners, along with a list of second- and third-place winners.

CASE STUDIES/CAMPAIGNS
CATEGORY
CABLE COMPANIES

— COX CENTRAL FLORIDA NEGRO BASEBALL LEAGUE PROJECT, COX COMMUNICATIONS

History and diversity came alive for Cox Central Florida employees and their community when VP/GM Mike Giampietro’s interest in baseball took over. His curiosity prompted him to suggest that learning about the Negro Baseball League could be an excellent learning tool. Nine former Negro League players were brought to Cox of ces, local schools and functions to discuss their lives. The results were many: a visceral, unforgettable experience for kids, a better understanding of history and diversity for adults, a stronger bridge to the community for Cox and a salute to a largely neglected group of living pioneers.

2nd Place

— KNOW YOUR/OUR HISTORY, TIME WARNER CABLE

— INCREASING USAGE AND AWARE-

NESS OF A FREE ON-DEMAND NEWS CHANNEL TO AFRICAN AMERICAN CUSTOMERS, TIME WARNER CABLE, LOCAL NEWS DIVISION

3rd Place

— DETROIT MASALA EXPANSION, COMCAST

— ANNUAL OUR HISTORY ART CON-

TEST, COX COMMUNICATIONS NEW ORLEANS

— FILIPINO ON DEMAND LAUNCH CAMPAIGN, INTERNATIONAL NETWORKS

The Filipino community loves to buy and use advanced products and has a tremendous demand for content, so launching a Filipino-related SVOD offering should be a natural, International Networks reasoned. The hurdles? How to make sure people know the SVOD product contains unique content; that it’s not a time-shifted version of the linear The Filipino Channel, says Shelly Kurtz, Executive Director, Af liate Sales and Marketing. “We used phrases like ‘one of a kind’ and ‘exclusive programming not on any other cable channel,’” she adds. Filipino on Demand became the top premium VOD service for average viewing time (62+ minutes).

2nd Place

— LUCHA LIBRE BAJO LAS ESTRELLAS/WRESTLING NIGHT UNDER THE STARS, TUTV

— VH1 HIP HOP HONORS WEEKEND, VH1

— CELEBRATE DIWALI WITH BOLLYWOOD HITS ON DEMAND, INTERNATIONAL NETWORKS

3rd Place

— MI SHOWTIME MYSPACE CAMPAIGN, SHOWTIME NETWORKS INC.

— BRAND RE-LAUNCH 2007-8, ¡SOPRESA!

MARKETING TACTICS CATEGORY
CABLE COMPANIES
DIRECT MAIL

— GMA MARI MAR FEVER DIRECT MAIL (FILIPINO), COMCAST

In short, “it” sells. Still. To boost subscriptions for Filipino network GMA Pinoy, Comcast tried direct mail. Rarely has a mailed piece been as direct. The image (below) featured actors from GMA’s top-rated drama, Mari Mar, and the tone is, er, feverish. “It was my rst choice. The creative was so compelling,” says Natalie Rouse, Comcast’s director, national ethnic marketing. As were the results: a 9.3% rise in GMA subs, a 5% install rate, and a cost per customer acquisition of just $23.21 ($60-$90 is the norm).