Cannes Lions

SPANISH-SPEAKING NEWS PORTAL

OGILVYINTERACTIVE WORLDWIDE, New York / TERRA / 2001

Awards:

2 Shortlisted Cannes Lions
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The challenge was to reach the Spanish-speaking community in the US with the message that Terra will help their audience stay "in touch with their roots" through Terra's news/community portal. Drawing from personal experience within the team, we developed a strategy that focuses on Terra's expertise in helping Spanish-speaking people, including many who are new to the United States overcome commonly faced obstable. We created an interactive game(a la Mario Bros.) in which the character has to navigate a series of obstables to collect three Terra logos. This rich media banner served as a metaphor for what our target audience commonly experiences and underlines the fact that Terra aims to build a stronger sense of community while helping their audience to stay better informed. Results: High Interaction Rate: CNN & Fox >15% high Interaction Time: CNN & Sony High Click Through Rate: Sony Games High Page Views with Mouse Clicks: Sony Games.

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12 items

1 Cannes Lions Award
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