Silvina Cendra

The Fabric of America - Comcast / Xfinity
“A beautiful example of how effectively a few minimal elements of sound, imagery and controls can convey a powerful message and make a connection.” —Aruna Mall

Language Choice/Comcast Xfinity campaign ranked #16 (out of 94) in Top Campaigns for Effectiveness

Xfinity - Language Choice

Marketing is the art of understanding consumers' motivations and serving those needs. "Spanish features" could be market to those that need them, or could be served as an empowering tool to those that want them. Language choice changed the marketing game.

Multi-Cultural/Lifestyle Campaign Gold Award for our 2015/2016 Language Choice campaign for Xfinity/Comcast

Product/Service Creation Strategy / Gold
Comcast/Xfinity: "Language Choice"

Silver at Strategy and Planning Category.
Client: Comcast/Xfinity with the campaign "Language Choice"

JCPenney: Soccer is for Girls won Silver under the Multicultural/Lifestyle category.
To reposition JCPenney with Latina consumers, we leveraged one of the most emotionally charged platforms: the World Cup, of which nearly half of Hispanic viewership comes from Latinas. Our “Soccer is for Girls” campaign tapped into Latinas’ passion, national pride and love for self-expression through fashion. We created an anthem for her passion, focusing on color and style to show her national team pride… Show more

JCPenney: Soccer is for Girls won Silver under the Multicultural/Lifestyle category.
To reposition JCPenney with Latina consumers, we leveraged one of the most emotionally charged platforms: the World Cup, of which nearly half of Hispanic viewership comes from Latinas. Our “Soccer is for Girls” campaign tapped into Latinas’ passion, national pride and love for self-expression through fashion. We created an anthem for her passion, focusing on color and style to show her national team pride. The campaign showed positive gains in brand perceptions, consideration, persuasion. as well as social media engagements. Show less

Soccer is for girls

2015 FINALIST - No winners in the Hispanic category
Entry Tittle: Because I can
Company: Comcast
Agency: Grupo Gallegos

FIRST PLACE - Case Studies / Campaigns
Entry Title: On a Mission

FIRT PLACE - Marketing Tactics, Digital
Entry Tittle: XFINITY 2013 LGBT Pride

FIRT PLACE - Because I can / Comcast

How do you find new growth among a segment that’s happily and readily cutting the cord with cable TV? By discovering, understanding and serving an underserved and under-communicated segment; Biculturals.