Moving on research indicating that Latinos in the San Diego DMA were strong movie renters, video on demand and pay-per-view manager Mary Youngman in April designed Cox Communications Inc.'s first multifaceted media campaign to appeal to the area's Hispanic population.
The goal was to drive awareness and take rates for the 35 titles residing in the En Español subcategory of Cox's Movies on Demand area.
Backed by an array of tactics, the campaign exceeded goals for specific title buy-rates and overall return on investment. It also helped convert “nevers” to the service.
For these reasons, Cox San Diego has been honored with a first place award in the movie category of the 2005 CTAM On Demand Case Competition.
With the Academy Award-winning The Motorcycle Diaries as the creative spoke, Cox San Diego positioned MOD as “TV Bajo Su Control” (“TV You Control”), concentrating on “Seleccion, Conveniencia & Control” (“Choice, Convenience & Control”).
Direct mail went to 28,685 Spanish-language speaking digital customers. Cox also made a buy and ran a promotion with Spanish-language radio stations in the market, touting Diaries and The SpongeBob Square Pants Movie.
Ads were purchased in four Spanish-language newspapers in San Diego, and cross-channel spots, in Spanish and English, backed Diaries.
The results were significant, with the 230% jump surpassing the goal of increasing En Español category buys by 50%. Whereas the previous best single-title buy rate was 532, Diaries drove 2,767 buys and SpongeBob 1,113.
Moreover, Vidas Privadas had 347 buys to become the No. 1 Spanish-language title.
The campaign also converted “nevers” at a 5.4% clip, 107% above the average month's rate of 2.6%.
Finally, Cox wanted to recover the $15,000 it had invested in the campaign (plus cross-channel activity), which it did: the additional 4,079 buys produced revenue of $16,112.