Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
As sure/true as the love of your loved ones/ Tan seguro como el amor de los suyos
The U.S. Postal Service tapped into the electronic money wire transfer service to Mexico by launching Dinero Seguro . The product was positioned as safe, fast and the only service that is guaranteed by the U.S. Postal Service. Through effective and innovative communications efforts Dinero Seguro met and exceeded all goals.
Brand: Dinero Seguro
Client: United States Postal Service
Live and Learn Hispanic
Luvs made some Hispanic moms happy by effectively using advertising to communicate a message they liked: "great performance for less". Great Hispanic consumer response helped Luvs surpass goals on share and increase trial and awareness.
Brand: Luvs Hispanic
Client: Procter & Gamble
Agency: Leo Burnett USA