09.08 - Sensis-developed U.S. Army digital campaign wins gold at MIXX awards

Leaders Among Us microsite, supporting ads receive top honors in multicultural category LOS ANGELES – Multicultural interactive advertising agency Sensis’ expertise in multicultural-focused digital advertising was recognized Tuesday at the fourth annual MIXX Awards. Sensis walked away with the gold award in the multicultural category for its Leaders Among Us U.S. Army digital campaign. The MIXX Awards is the only honor devoted exclusively to interactive advertising and presents its awards based on strategy, creativity, execution and results. Sensis’ Leaders Among Us campaign was designed to engage Hispanics and raise their interest in joining the U.S. Army. To cater to the nuances of this niche population, Sensis created a bilingual interactive microsite containing general information and a place for visitors to network by uploading videos and posting comments on the message board. The site received 167,000 unique visitors who individually spent, on average, more than two-and-a-half minutes browsing the site. To draw visitors to the site Sensis coordinated a media buy including banner and rich media placements on Batanga.com and audio and video placements on Hispanic-targeted outlets. The campaign lifted visitors’ brand favorability of the Army by 21 percent and marked a 22 percent increase in visitors’ intent to join the Army. “The MIXX Awards represent the best of the best in the interactive advertising industry. As a person that preaches the importance of using digital means to reach the Hispanic population it is truly an honor to see Sensis’ work showcased and honored by a prestigious panel,” Sensis CEO Jose Villa said. “With the results we achieved on this campaign, I hope other companies will see the value in taking a culturally relevant, digital approach to multicultural marketing. The Hispanic population is online and its power in the marketplace cannot be ignored.” Submissions to the MIXX Awards are judged by senior executives from agencies, publishers and marketing organizations. This year the number of submissions jumped by nearly 40 percent. The top award, Best in Show, went to TEQUILA\ and Nissan for its “Rogue Launch.” To view the complete gallery of the MIXX winners visit www.mixx-awards.com/gallery.