“If the goal of the campaign is to increase the brand name awareness of Casio in the Hispanic market, then I believe there is no doubt that the campaign is successful. This is the best Hispanic promo that any vendor has ever done.”

--Stanley P. Fischer, Product Manager, La Curaçao

For a long time, the Hispanic market was suffering from an acute case of “Sony-i-tis,” assuming Sony electronics were the best. Prior to 2008, Casio America's Digital Cameras Division had never advertised to Latinos and wanted to distinguish the brand from better-known competitors by highlighting their newest product: the Exilim S-10, the world’s thinnest 10-megapixel camera. A helpful push came from key retailers, such as Best Buy and Radio Shack, that were requesting Hispanic consumer programs.

Through extensive research and planning, REVOLUCION was able to substantiate the Latino opportunity and the market’s receptivity to electronic products. Once the program was developed and presented to the trade, retailer buy-in reinforced the wisdom of this segment play.

We knew that the Latino space was ideal for digital cameras since many Hispanic families are dispersed and need to share moments digitally to stay connected. Beyond that, we understood that the female head of household is the family “historiadora,” keeping relatives up to date.

To create immediate credibility & recognition for Casio, REVOLUCION partnered the brand with Lili Estefan “La Flaca” (“The Thin One)” from Univision’s hit show “El Gordo y la Flaca.” La Flaca personifies the brand’s most distinguishing benefits: its thin profile and its stylish design and colors. Not only the host of a hugely popular Spanish-language TV show, La Flaca is also a well-known mom, often sharing family photos on air.

The partnership and resulting program, “La Flaca de Casio,” was executed as an integrated offline/online campaign through digital, broadcast, radio, OOH, e-mail, print, promotions, in-store activation, social media, retailer partnerships, public relations and celebrity appearances.

Results

• In the first year of the program, Hispanic-store performance outpaced general market sales by 23%
• Casio Exilim cameras sold out at retail locations where La Flaca made personal appearances, with ongoing depletions throughout the promotional period
• Since 2008, more than 10,000 consumers have come out to see La Flaca at Casio's retailer events — a direct visual endorsement for the Casio brand
• Anecdotally, customers come into stores asking for the “la cámara de La Flaca,” demonstrating the success of the Lili Estefan endorsement