• by September 26, 2005

Finalists in this category illustrate why Madison Avenue's most important new media frontier may not be about technology or even content, but about people and their cultures.

WINNER

Agency: Zoom Media and Global Hue

Client: Dodge

As part of Dodge Magnum's African-American and Hispanic marketing plan, Global Hue sought a new and innovative media concept that would make the brand relevant to the target audiences. Zoom Media created a series of custom-designed graffiti murals program to meet these objectives. The murals were a minimum of 10 feet by 10 feet and were designed to help integrate the brand into the local community and give it street credibility. One mural, which appeared in Harlem, showed the Dodge Magnum against the New York City skyline.

Agency: Avenue A/Razorfish

Client: AstraZeneca's Nexium

The campaign sought to increase brand awareness among Hispanic consumers, and drive those diagnosed with GERD (Gastroesophageal Reflux Disease) to switch to Nexium. The effort integrated online tactics closely with offline marketing, using innovative new online creative formats including TV video within PointRoll Ads, and the Oddcast Talking Weatherman on Accuweather.com. The campaign, translated and adapted for the Hispanic audience, employed geo-targeting tactics in specific markets. For example, the "Rooftops" theme told the story of neighborhoods and cities that became Nexium households as word of the drug's healing abilities caught on. Online marketing tactics accounted for over 5 million visits to Nexium's purplepill.com site in 2004, and over 500,000 registrations for a free trial coupon. The cost per coupon download was also reduced by close to 50 percent over the prior year's campaign. Most notably, Nexium-sponsored content areas on Hispanic sites achieved nearly 4 million visits.

Agency: MediaVest

Client: Coca-Cola

Coke knows Hispanic consumers are passionate about fútbol, what we in the United States call soccer. Since 2001, Coca-Cola has brought the passion of world-class youth soccer to local players, coaches, and families through Copa Coca-Cola, a community program in which 13- to 15-year-old boys and girls compete in various tournaments, all leading up to a World Cup-style event. Copa-branded segments that featured highlights from matches around the world ran on four national Hispanic cable networks, including Fox Sports en Español. Coke sponsored an entire issue of Fútbol Mundial, a Hispanic soccer magazine; the issue sported a specially branded cover. In addition, there was a media buy on Fox Sports en Español, which helped secure mention of the U.S. finals on "Premios Fox Sports." The campaign drove awareness of Copa Coca-Cola among players, coaches and parents in 10 U.S. markets, and helped Copa Coca-Cola registration increase 10 percent versus 2004.