May 6, 2008

Direct Response Marketing: Univision Communications

Winner: Univision Communications for "Connect with Univision Networks"

Univision wanted to share with affiliates some success stories about its networks, Univision, TeleFutura and Galavision. 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.

Fast Facts

• 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 systems.

Cablevision Systems for Reggaeton Campaign — Cablevision played a hunch that a music-themed promotion would appeal to its growing Hispanic base of customers; it produced two Reggaeton-powered TV spots and Reggaeton-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.

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