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