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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 20 - Index

Royal Prestige:
This year, the San Jose Group
developed a national consumer
promotion, Casa de sus sueños (Home
of your dreams), for Royal Prestige,
where entrants have the opportunity
to win $100,000 for the purchase of
a new home. The agency secured
a product integration placement
with Univision, where Royal Prestige’s
national consumer promotion is
announced during the immensely
popular weekend variety show,
Sábado Gigante.
Sábado Gigante reaches a large
national audience, which views the
winner of the promotion receiving a check for $100,000 once a
quarter. The winner is then invited to the show where legendary
host Don Francisco asks them what they’ll do with the money
on-air. The promotion is running in conjunction with an ongoing
branding campaign for Royal Prestige.
ComEd:
For its client, electric utility company ComEd, SJG created a
Spanish-language advertising campaign to reiterate the
company’s reliability among Hispanic customers. The branding
campaign, entitled “Sueños (Dreams),” consists of television and
radio commercials and is currently running in the Chicagoland
area.
The Sueños campaign uses the concept of an orchestra as a
metaphor to demonstrate how ComEd employees work together
to provide reliable service to customers. The television spot begins
with a young boy turning on a light switch and imagining that, with
the switch, he can turn on all the lights in the city. At the end, the
child turns off the switch, amazed at how the energy illuminates
the skyline.
To create an even deeper impact, SJG commissioned an original
score, with music composed specifically for the ComEd spot. Postproduction
played a key role by seamlessly moving from scene
to scene as city landmarks are shown intertwined with visuals of
musicians representing an orchestra of employees working behind
the scenes to keep the city lights on.
//www.thesanjosegroup.com
ARMENT DIETRICH / CHICAGO
In the changing world of public relations, communications, and
marketing it’s important to remain agile and test out new ideas.
To this end, Arment Dietrich, Inc. created what’s called a Thought
Leader Response Campaign as an effective and cost efficient
way to build awareness. Involving both traditional and nontraditional
media, the campaign focused on creating a dialogue
over important issues, not just in the marketplace, but with a global
awareness as well.
“People want their news differently and don’t always rely on print
articles. They want more,” said Molli Megasko, Account Executive,
Arment Dietrich, Inc. “By reading an article online you can also
read the comments to see what the public has to say about it. So,
as the leading industry experts that we are, we embarked on our
knowledge and began to comment.”
“We would offer insight and tips, always bringing something extra
to the piece,” added Megasko. “We found from there that our
comments were sparking conversations from other readers and our
Web site traffic nearly doubled.” Armed with this model, Arment
Dietrich now flags top business and influential industry publications
for five of their
clients and presents
them with a
detailed rationale.
Among these
clients are Vistage
International,
GardenTech, PERL
Mortgage, Spina
Bifida Association
and Clockwork
Active Media
Systems.
//www.
armentdietrich.com