Conill | Adweek
Sponsored Content

Conill

Banking on the power of ideas
  • April 27 2011

Whether driving engagement through innovative digital real estate, launching microsites with games and apps or integrating brands into a top-rated telenovela, Conill generates fresh ideas that promote brand growth.

“Conill is absolutely committed to staying on the leading edge of the new media landscape in the ‘Nuevo America’ and the industry transformation towards non-traditional communications,” says Carlos Martinez, evp, managing director. “We do it not because it is the flavor of the day, but because new media offers multidimensional opportunities for connecting with Hispanic consumers both culturally and emotionally.”

To foster the connection between Hispanic soccer fans and T-Mobile, Conill partnered with Fox Sports en Español to give fútbol fanáticos an opportunity to “coach” their teams. During the first half of the game, fans texted messages to a T-Mobile number. The best advice was selected during halftime and dubbed into pre-recorded video. The result: It looked like the coach was giving the fan’s directions to the players.

“We aired the video message along with the lucky fan’s name and city,” says chief creative officer Pablo Buffagni. “It created the illusion that the message was happening in real time and coming from the side of the field.” Noting the T-Mobile campaign was a dream come true for soccer fans, Buffagni adds that the response rate peaked at 200 percent above average for this type of promotion on the network.

To support awareness of Toyota’s Venza among the Hispanic audience, Conill partnered with Telemundo to feature the vehicle in the series Más Sabe el Diablo. Meanwhile, Telemundo.com gave users an opportunity to engage with the brand by creating a message that would be displayed online as if it were appearing in Times Square. Martinez notes that the Más Sabe el Diablo sponsorship generated the highest level of participation in a Telemundo.com user-involved promotion.

For Head & Shoulders, the agency developed floor decals for 61 Los Angeles barbershops. “We wanted to connect with men in a trusted place where they are relaxed and thinking about their hair,” says Buffagni. The brand’s message (translated as “the best tribute to fallen hair is to take care of the ones that you have left”) resonated with consumers.

“New media programs have been leading the way across our entire client portfolio,” says Martinez. “Since the youthful U.S. Latino market over-indexes in all things digital, it’s something we expect to accelerate in the future.”

Conill also finds new ways to use traditional media. To support a campaign for the Toyota Tundra, Conill created a mini-documentary for Discovery Channel en Español about Mexican charros (cowboys), including shots of the Tundras transporting gear to their rodeo-like events. The campaign concept: A truck should be as strong as the man who drives it.

“We believe creative concepts and strategies are the most effective way to engage the Hispanic consumer,” says Buffagni. “We like to work around a new idea, get them involved with the content and approach them with a message that’s relevant.”

Founded in 1968, Conill brings more than four decades of experience to serving the Hispanic market and has won numerous awards for its work, consistently ranking among the top creative shops in the industry. Conill’s top three clients are Procter & Gamble, T-Mobile and Toyota Motor Sales. The agency's offices are strategically located in the nation's most influential Latino cultural centers — Los Angeles and Miami. For more information, see www.conill.com 
 

About the Sponsor

The multi award winner agency specializing in Hispanic Advertising.

Alma DDB

The country's largest hispanic advertising agency.  Their clients include Miller-Coors, Payless, the NBA, BMW, and Scholastic.

Bromley Communications

CMN is one of the leading multicultural event marketing and sponsorship agencies in the U.S. Headed by Chicago entrepreneur Henry Cardenas, CMN produces over 700 live events each year nationwide including concerts, grassroots campaigns, soccer matches and mobile marketing tours.  

Cardenas Marketing Network

A full-service marketing communications agency with over 25 years of experience in the areas of Hispanic/Latino in-culture advertising, public relations, research, media relations, brand development, and new media.

Comunicad

Conill Advertising is a leading provider of marketing services to companies looking to target the Hispanic community. The agency offers creative ad development and campaign planning services, along with media planning and buying services.

Conill

D Exposito & Partners LLC provides marketing and communication services. It offers strategic planning, public relations, event and promotion, customer relationship management, media, marketing, and interactive services.

d'exposito & Partners

Dieste Harmel & Partners, Inc. operates as a Hispanic agency in the United States. It provides direct response, promotion, event, and training services. Dieste Harmel & Partners, Inc. was founded in 1995 as Dieste & Partners, Inc. and changed its name to Dieste Harmel & Partners, Inc. in January, 2002.

Dieste & Partners

Fox Deportes (formerly Fox Sports en Español) is a cable television network dedicated to broadcasting sports-related programming 24 hours a day in Spanish.

Fox Sports en Espanol

A multicultural ad agency located in San Antonio, Texas specializing in Cause Related Marketing - Advocacy Marketing - Multicultural Marketing.

Interlex

An independent, Hispanic owned and operated full service agency specializing in Hispanic marketing.

Lopez-Negrete

Telemundo is an American television network that broadcasts in Spanish. The network is the second-largest Spanish-language content producer in the world, and the second-largest Spanish-language network in the United States.

Telemundo

We have the feisty spirit of a creative shop and the scale and resources of a global network. We’re re-imagining what it means to be an agency in the Latino space. We are always trying new things, finding new avenues, and exploring unconventional ideas for our clients and brands where the US Hispanic market, the general market and Latin America intersect.

Wing