MERCADEO Versión en español
Verena Sisa of Conill: We owe our Más que un auto campaign success to understanding Hispanic insight
25 de abril de 2016
Verena Sisa, directora de Estrategia de Conill
“By understanding Hispanics’ insight we totally succeeded in our Toyota’s {Más que un auto;www.produ.com/publicidad/videos/index.html?Noti=9517} campaign” said Verena Sisa, CSO at Conill. She added that buying a car is one of the most important achievements for Hispanics. During a session of the AHAA conference -held between Monday 18th to Wednesday 20th- she said that Toyota is a true partner that believes in the Hispanic community. “This brand has gained an unbeatable space among others, not for nothing it has been for ten years in a row the number one among the Hispanic community. The Vamos Juntos campaign goal was to thank Hispanics for this trust” she said. The Hispanic agency found out that U.S. Latinos have a close relationship with their cars. To celebrate Toyotas 10th anniversary as leader car brand in the Hispanic market, they decided to reward their loyal consumers with a special gift: a plate for each car with their owners names, but with the only condition of sharing with Toyota and its networks a story behind each name. The campaign won three awards during the ANA Multicultural Excellence awards in the categories: Meaningful Results, the Great Award in Digital Media and the Hispanic category. It also was rewarded with two Lions in the 2015 Cannes Lions Festival.
