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October 10, 2011
LOS ANGELES, October 10, 2011 – Conill’s ‘Somos Muchos” brand marketing campaign for Toyota was named “Integrated Marketing Campaign of the Year” during the Hispanic Public Relations Association (HPRA) 27th Annual PRemio Awards and Scholarships Gala last week in Los Angeles. Conill shared the award with its partner, RL Public Relations.
“We are incredibly proud of the results Somos Muchos has produced for the Toyota brand among Latino consumers,” commented Conill Chief Creative Officer Pablo Buffagni. “It’s a terrific example of how a very simple idea can align with people behind a passion and inspire advocacy.
The “Somos Muchos” campaign is a celebration of Latin culture and the relevance of Latinos within the U.S. mainstream. The centerpiece of the effort took the form of a bumper sticker that read: Somos muchos Latinos, Somos Muchos Toyotas (We are many Latinos, we are many Toyotas). The message fused the pride of being a Latino with the pride of owning a Toyota.
The campaign harnessed a massive population of inspirational consumers. Individual Toyota owners flocked to sign-up on the campaign Facebook page (www.facebook.com/toyotalatino) for free decals, while Latino pastors, school teachers and business owners made large orders to spread the word in their communities. This huge response in turn generated major media coverage of the campaign, further amplifying marketplace results.
About the PRemio Awards
HPRA’s PRemio Campaign Awards reflect the innovative, creative and cultural competence of Hispanic/Latino campaigns recognized by the industry’s leading professional Hispanic organization. Entries are judged by an unaffiliated panel of public relations professionals from national organizations, trade publications and academia.