Multicultural consumers are driving the nation’s population and economic growth and a new mainstream is emerging. Competitions where companies are recognized for developing and executing brand-building strategies that reach ethnic consumers is a testament that culturally focused advertising will increasingly get a bigger share of the marketing pie.
A competition sponsored by the National Association for Multi-ethnicity in Communications (NAMIC) recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers.
AV Communications bagged 4 awards at the at the 2016 NAMIC EMMA (Excellence in Multicultural Marketing Awards) held in New York City.
The Winning Campaigns
Western Union Canada’s “Monkey King” won 1st Place in Marketing Tactics – Experiential Marketing Category. The brand sponsored a Chinese New Year event for goodwill — with a twist. With 2016 being the Year of the Monkey, we created brand association with a famous and powerful Chinese mythological character — the Monkey King. Our brand ambassador dressed up and mimicked the personality of the Monkey King. He invited attendees to follow his acrobatic poses which represented the key features of Western Union — Fast, Safe, Everywhere. People who shared their photos on the spot via WeChat received souvenirs and red envelopes (traditional New Year goodwill gift).
BMW Canada’s “Higher” also won 1st Place in the Marketing Tactics – Print Category. The campaign aimed to extend the brand’s best wishes for Chinese Canadians in the Chinese New and elevate their interest on the new BMW X1. The ad featured the versatile and powerful X1 traveling on an upward road paved by a Chinese New Year greeting in calligraphy that meant moving up higher and higher in success. We modified the last character “up” to look like a monkey as a tribute to the year’s animal in the Chinese calendar and changed it to red, one of the colours associated with the celebration.
World Vision Canada’s “Pinoy Para sa Pinoy” (Filipino for a fellow Filipino) won 2nd Place in Marketing Tactics – Digital and 3rd Place in the Case Studies/Campaigns category. This campaign targeted Filipino Canadians online and through social media for sponsorship support. For the campaign to resonate, we had to think… small. Unlike in Canada where sample-sized grocery items are purchased for portability, in the Philippines they are produced in “bite sizes” to be affordable to most people. Since buying “bite-size” is very Filipino, the usual World Vision donation scheme of $39 a month until the sponsored child turns 18 years old, was bite-sized down to $10 for only 3 months. Online donation was made available too in the campaign’s microsite.