From the Nominator

"The University of San Diego (USD) media relations team is submitting a 30-second commercial that was used during the 2022 World Cup games on Telemundo in Spanish. The commercial required working with the Telemundo/NBC San Diego team to write a script that was in line with university messaging, conceptualize a storyline, pick university locations to film and select a USD student as the characters of the commercial, while working alongside the NBC/Telemundo production crew.   

As a university that is striving to become a Hispanic Serving Institution (HSI) with at least 25 percent Hispanic undergraduate students enrolled at USD by 2026, our team is always looking for new opportunities to connect with our Hispanic audiences. With nearly 9 million viewers watching just one popular World Cup game on Telemundo, our team knew this opportunity would allow our university to reach millions of Hispanic families while sharing our values of helping students reach their educational goals and our dedication to being an inclusive, diverse campus community.  

The 30-second commercial played during every one of the 64 World Cup matches at least once. The broadcast campaign delivered 107 percent in the 25-54 age at 1,848,480 impressions; the goal was 1,730,500. When it comes to digital, the commercial had 447,272 impressions, surpassing our goal of 339,375."

From the Judges

This nomination showcases a unique and effective approach to targeting a specific audience, setting it apart from other English-speaking commercials. By creating a video in Spanish, the message was tailored to resonate with a wider demographic of people, ultimately enhancing its reach and impact. Overall, this is a strong example of effective marketing that understands its audience and tailors its message to engage and resonate with them.