November 6-8, 2011
The 3AF was a table top exhibitor again at the Association of National Advertisers’ (ANA) Multicultural Marketing and Diversity Conference held November 6-8, 2011 in Miami, Florida. The conference featured presentations on multicultural marketing and advertising. At the booth, 3AF board members actively engaged conference attendees with questions on Asian marketing and advertising. Winners who answered a multiple choice question correctly received a fun prize.
A highlight of the conference was the ANA’s Multicultural Excellence Awards, which recognized the best multicultural advertising campaigns. 3AF members interTrend Communications and APartnership received awards that evening.
interTrend Communications was honored for their work on Toyota. Their campaign featured Hatsune Miku, a virtual pop star and music sensation. She is a computer generated, 3D projected, virtual character that has garnered loyal fans in Asia, the U.S. and across the globe. Toyota partnered with Miku to create a digital, integrated campaign for the Corolla. The campaign was launched to coincide with Hatsune Miku’s U.S. debut to maximize traffic to Toyota.com, Toyota’s Facebook page and YouTube channel. In the first two days the “Dream Harmonic” video garnered more than 200,000 views, and in two and a half weeks hit one million views. During that time, the Toyota.com page dedicated to the campaign received more than 400,000 visits. Toyota followed up with a series of videos and, to date, the campaign has garnered more than four million views.
APartnership was honored for their work on the California Tobacco Control Program. The campaign featured a powerful and emotional commercial designed to educate people about the risks of smoking. By partnering with innovative, population-specific advertising agencies, California has forever changed the way health messages were communicated, and successfully shifted the perception of tobacco use from normal to undesirable. To date, California’s tobacco control efforts have resulted in saving more than $86 billion in health care costs and the lives of more than one million people.
The 3AF would like to congratulate interTrend Communications and APartnership’s account and creative teams on these national awards.