Up against Advertising Giants Gravity garnered the top prize - MediaPost's 2010 Multicultural Creative Media Award which honors the creative process of media buying, planning and strategy. Gravity was nominated in the Multicultural category up against Mediacom’s Hispanic Subway campaign and Turner Broadcasting US Census campaign.
After the award gala, which took place at the NY Yale Club on December 14, Joe Mandese, editor of MediaPost wrote “A number of other independents broke through, winning a number of high-profile categories, including an executive from Gravity Media, who appeared humble and dumbfounded while accepting the award for the multicultural campaign for an Asian market campaign for satellite TV provider DISH Network that beat out the work of mega agencies.”
Cable/satellite industry is known for its hidden fees, complicated promotions and bad customer service. This is even a bigger issue in the Chinese multicultural market. There always seems to be a hidden agenda behind cable ads, which diminishes customer loyalty and prevents them from taking action. The campaign we planned and executed was based on the following findings:
a) Most of the prospects read a lot and it is expected that an ad provides many details of the product.
b) 60% of our audience shop at least twice a week during summer season.
c) Women are decision makers when it comes to choosing a cable provider in the Chinese household.
Gravity’s creative warned people about “bait-&-switch” approach by other cable companies. The tagline of the campaign was “Be Very Selective!” (adapted from Mandarin). We used an image of a strong woman with an abacus, old Chinese calculator that many Chinese consumers know from China. It was used in their homeland by accountants who at the time were considered to be smartest people in town. This image created a sense of urgency and trust. Next to the image we honestly told customers about all the promotional benefits and commitment details that DISH Network offered.
Gravity Media used Chinese print and door-hangers to build frequency and generate response. To build awareness, we negotiated with 150 Chinese-American delis to post DISH Network’s posters inside their stores along with our brochures. They also placed posters in popular Chinese malls and even wrapped an elevator in one of them.
This just proves that sizes does not matter in the advertising business. It is all about great ideas and ability to execute them with perfection.