alPunto Advertising won a pitch to become the first ever Hispanic agency for SCAQMD. The task was to launch a clean air campaign targeting lower income Spanish dominant Latinos in LA, Orange, Riverside and San Bernardino Counties.
Services:Grassroots, Radio, TV, Print, OOH, Digital
Challenge:To launch a clean-air campaign targeting lower income Spanish dominant Latinos in LA, Orange, Riverside and
San Bernardino Counties.
Solution:Created strategic partnerships with Hispanic retailers, associations and media, where bilingual clean-air tips flyers and information were distributed. Monthly TV interviews conducted on local TV with AQMD spokesperson, who shared key information, events, and tips for our target consumer to follow. TV added value included the weather segment sponsorship with an indication of daily air quality. Radio added value was composed of daily tips on all bought stations with DJ.
Media included Digital, OOH, radio and TV as well as events that targeted high-density Hispanic areas.
Results:95 million impressions or 141% of target impressions were delivered in this successful Latino initiative. Visits to the AQMD website (Spanish language landing page) increased by +302% during the campaign period, with some months seeing +400-600% increases.
A post survey showed increases on brand awareness, messaging, 3%) 60% said they do something to help clean the air, up from 33% (182%), and of those aware of AQMD, 40% said they had changed behavior to help clean the air.