Lopez Negrete Communications, Inc., won the 2015 Gold Advertising Research Federation (ARF) David Ogilvy Award in the Travel and Leisure category for its “Vamos a Pescar” campaign, created for client Recreational Boating & Fishing Foundation (RBFF). This is the fifth ARF David Ogilvy Award the agency has earned.
“This is a significant win, as it once again exemplifies our ability to trigger relevant consumer insights that result in business success for our clients,” said Alex López Negrete, president and CEO of Lopez Negrete Communications. “Keeping boating and fishing thriving hinges on diversifying participation. Our robust research confirms that fishing is a well-suited pastime for Hispanic families. The research also confirmed what we already knew: Hispanics are highly mobile. Thus, our campaign reflects this mindset.”
The agency developed a thorough research plan for RBFF to:
- Define the Hispanic target bull’s-eye;
- Gauge awareness of recreational boating and fishing among Hispanics;
- Unearth drivers and barriers to boating and fishing participation to generate engagement.
This resulted in a strategic, fully integrated 360 campaign designed around three primary consumer pillars:
- Expose
- Educate
- Engage
At the core of the campaign is a culturally relevant webpage and communications hub available in English and Spanish, www.VamosAPescar.org, which has exceeded all goals and objectives to date and has received several awards and industry-wide recognition.
The campaign’s case study video may be found here: http://bit.ly/1Hz1rwO
“RBFF leaders, like foundation president Frank Peterson and board chair Ken Hammond, recognized the opportunity to touch Hispanic consumers, and tasked Lopez Negrete with bringing their vision of diversity and inclusion to life. Hispanics love the great outdoors, have a passion for exploration and seek new experiences that foster family togetherness; boating and fishing are pastimes perfectly suited for this segment,” says Ed Cantu, director of marketing services at Lopez Negrete Communications. “We are proud to be the purveyors of work that meets RBFF’s business objectives, exceeds their expectations and is recognized with such a prestigious award.”
The ARF David Ogilvy Awards, named for advertising legend David Ogilvy, honor the creative use of research in the advertising development processes by research firms, advertising agencies and advertisers. The winning campaigns provide a keen understanding of how consumer insights can be used to create powerful campaigns that drive business results and build brand loyalty.
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