 |
The insight was that many Spanish-preferring Hispanics weren't signing up for a Spanish-language cable package because they figured they could get by with a hazy grasp of English-language channels.
To shift that mindset, Comcast marketers such as Kim Taylor and U.S. Hispanic shop Grupo Gallegos deployed an award-winning ad campaign with the theme "If you don't see TV in your language, you miss a big part of the story." Spots feature English-language newscasters warning of dangers such as escaped criminals and contaminated food, but pictures of the fleeing felon and poisoned brands are obscured by Spanish-language subtitles.
As new pay-TV subscriber numbers dropped by up to 20%, CableLatino's subscribers rose by 2.7%.
Ms. Taylor, who joined Comcast in 2005 as senior director marketing for Comcast Cable, drove the CableLatino initiative, bringing valuable broader experience with video, creating entertainment experiences around themes such as Hispanic Heritage month and adding new channels. She was promoted to the newly created post of VP-multicultural marketing in August 2009, in recognition of the importance of that audience and her efforts in overseeing Hispanic in her previous marketing role.
"It was a tough year in the video space, but the Hispanic product has grown," Ms. Taylor said. "And we're seeing growth in internet and voice. We're a triple-play company. We see CableLatino as the engine that drives those three products."
CableLatino continues to move forward with a Nuevo CableLatino initiative rolling out market-by-market with up to 60 channels and more than 300 on-demand options, an area that has been limited in the Hispanic market and has room for growth.
The Nuevo CableLatino effort is backed by an anthem campaign that includes a spot and a microsite called "Sueña en Grande" ("Dream Big") (suenaengrande.com). Both were inspired by the lyrical stop-motion music video "Her Morning Elegance," which has been viewed more than 8 million times on YouTube.
