Grupo Gallegos Wins Association of National Advertisers (ANA) Multicultural Excellence Award for Energizer Campaign
Grupo Gallegos, an independently owned, full-service communications agency, today announced its Association of National Advertisers (ANA) Multicultural Excellence Award win in the “Campaign with Significant Results” category for the company’s work on the Energizer® e2® Lithium product campaign, Música que Sigue y Sigue. The ANA Awards, now in their 10th year, celebrate the best multicultural advertising campaigns created between June 2007 and May 2008.
LOS ANGELES (PRWEB) November 25, 2008
"To be recognized with an ANA Award, which were born to raise awareness of multicultural marketing, is truly an honor," said agency CEO John Gallegos. "Our results, which spanned various mediums, far exceeded our expectations and we're extremely pleased with the outcome of this campaign. Not only is this a win for Grupo Gallegos, but also Energizer, whose message has been well received by the Hispanic community."
Música que Sigue y Sigue combined the never-quit spirit of the Energizer Bunny® with three Latin music sensations; Elvis Crespo, Camila, and Conjunto Primavera. Each artist recorded their longest songs ever for Energizer. The songs were made available for download by the public on a program-specific website and videos were posted on MySpace and You Tube.
John Gallegos continued, "We realized from the beginning that great media performance was not going to be enough to judge our success. The ultimate measurement metric was consumer engagement via site visits, downloads, spreading the campaign virally, etc. These measurements prove that the campaign was a definite success."
Post-campaign results showed:
Each visit length averaged over six minutes User-generated views of artists' videos posted on YouTube exceeded 600,000 (through 7/08) The Energizer songs and videos have been played over 500,000 times on MySpace pages (through 7/08) "When Grupo Gallegos posed the question to us, what happens when you combine the power of the Energizer Bunny® with anything, we knew the possibilities were endless," said Betsy Laakko, director of marketing for Energizer. "As we worked to develop the campaign, we knew we needed to combine the personality and power of the Energizer Bunny® with the passion for music that our Hispanic consumers exude. Música que Sigue y Sigue was a perfect fit."
About Grupo Gallegos
An independent advertising firm specializing in reaching the U. S. Hispanic market, Grupo Gallegos is located in Long Beach, CA. In 2008, Grupo Gallegos was recognized as Multicultural Agency of the Year by Ad Age. Established in 2001 by John Gallegos, Grupo Gallegos has received the D&AD Silver Pencil, Gold FIAP Award, Cannes Silver Lion and the Gold Medal at the New York Festival. Agency clients include
Target, Energizer, Fruit of the Loom, Comcast, The California Milk Processor Board, and Valvoline. For more information, visit www. grupogallegos. com.
About the ANA
The ANA's mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests. The ANA is the industry's foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry practices, manages industry affairs, and advances, promotes and protects all advertisers and marketers. The trade association represents 400 companies with 8,000 brands that collectively represent $250 billion in marketing spending. For more information visit www. ana. net.
About Energizer
Energizer Holdings, Inc. (NYSE: ENR), www. energizer. com, headquartered in St. Louis, Missouri, is one of the world's largest manufacturers of primary batteries, battery-powered devices and flashlights. Energizer, a global leader in the dynamic business of providing portable power geared toward the new digital age, offers a full portfolio of products including the Energizer® MAX® premium alkaline brand; Energizer® Ultimate Lithium; Energizer® Advanced Lithium and Nickel Metal Hydride (NiMH) Rechargeable batteries and chargers.
The Energizer product line also includes specialty batteries for hearing aids and medical devices, health and fitness devices, as well as for keyless remote entry systems, watches and other uses. Through its flashlight and lighting products unit, Energizer helps bring consumer insight and innovation to these important household devices. Energizer continues its role as a technology leader for on-the-go lifestyles with its Energizer® Energi To Go® line of portable battery-driven power packs for cell phones and for use with iPod devices.
