News Column

It's Time to Go to Bed

Oct 10 2012 12:00AM

Marketwire

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HUNTINGTON BEACH, CA -- (Marketwire) -- 10/10/12 -- Grupo Gallegos, an independent, creatively-driven marketing solutions and advertising agency, continues to revolutionize the conversation around milk. As part of the campaign for the California Milk Processor Board that inspires people to see life "with the glass half-full," this multimedia platform developed to appeal to back to school season, reminds parents of the importance of a good night's sleep for their children and reinforces a special parent-child bonding ritual: a glass of milk and a story before bed.

"Our message is directed to both Hispanic moms, who are the defenders of milk, and their children, who are the primary consumers of milk," said Pablo Buffagni, Chief Creative Officer. "This was quite a challenge to implement because our segment is already drinking an average of two glasses of milk per day. Since having milk with breakfast prior to leaving for school is often portrayed, we created a fresh take on the experience of enjoying milk. A great day really begins with a good night's sleep."

Grupo Gallegos created a series of bedtime storybooks that integrate milk consumption in a fun way. In one of them, Sofía, the main character, imagines that the stars are made of milk and wishes that she could drink them with a straw. By the story's end, Sofía legitimizes this desire by asking her mom: "Why do you think they call it the Milky Way?"

Grupo Gallegos partnered with Ser Padres magazine to distribute more than 120K storybooks to pediatricians' offices all over California. The digital versions of the books are also available on El Maestro del Vaso Medio Lleno's Facebook tab under the url: otroscuentos.com.

In many Spanish-speaking countries, networks ran a segment at the end of youth programming that told their young viewers it was bedtime. Inspired by that tradition, Grupo Gallegos created an animated video with a corresponding song. In it, cute milk droplets help a little boy to fall asleep. The segment was scheduled to air during the first month of school at the same time nightly. It ran on the two largest Spanish language television networks: Univision and Telemundo.

To increase tune-ins to the nightly video, Grupo Gallegos created radio spots and online display banners to direct parents to the stories, reminding them that it's time for their children to go to bed. These additional ads are timed to occur between 7 and 8pm in order to maximize their effect.

Since Hispanic moms over-index in both smart phone usage along with being active on them while watching TV, Grupo Gallegos partnered with the world's leading media engagement company, Shazam®, making The California Milk Processor Board the first to use Shazam-enabled Spanish-language PSA on Telemundo. Parents can use Shazam to tag video and song for a free download of the custom storybooks. They can read these storybooks to their children, replay the video, leave comments, and share with their friends.

Many of the campaigns developed by the partnership between the California Milk Processor Board and Grupo Gallegos have resulted in award recognitions. Their wins together include: Cannes, Effie, FIAP, London Festival, El Sol, El Ojo, AAF ADDY, HAPE, and more.

About Grupo Gallegos:

Grupo Gallegos was founded in 2001 by California born John Gallegos, who was inspired to start the agency with the idea of integrated marketing strategies for a multicultural audience. Grupo Gallegos leads the Hispanic market with campaigns for Comcast, California Milk Processor Board (Got Milk?), Valvoline, Foster Farms, and Denny's, to name a few. The agency's success in revolutionizing how brands communicate with the growing Hispanic market is due, in part, to John Gallegos' mantra: "Look for courageous clients who are willing to challenge convention." Gallegos believes in connecting with Hispanic consumers in consistently new ways. The agency's mountain of awards and rapid expansion attest to the effectiveness of their campaigns. For more information, please visit http://www.grupogallegos.com

About California Milk Processor Board:

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

About Shazam:

Shazam is the world's leading media engagement company with more than 250 million people in 200 countries and adding another 2 million new users each week. With the industry's unlimited fastest tagging in the Free and premium Encore Apps on iOS and Android devices, Shazam is the best way for people to discover, explore, buy, and share more music, TV shows and branded content they love. Shazam makes it easy for people to share their discoveries with their friends on Facebook using the Shazam Friends feature, as well as on Twitter and Google+. For people who don't yet have the Shazam application on their smartphone, it is available for FREE on every major platform and can be found on iTunes App Store, Google play, Amazon App Store, AT&T's AppCenter, Verizon VCast app store, Nokia Store, Windows Phone Marketplace, BlackBerry App World, and GetJar. For further information about Shazam Entertainment visit www.shazam.com and @ShazamNews or follow us on Facebook. For daily music updates follow the Shazam Blog and @Shazam. Shazam Media enquiries: PR@shazamteam.com. The Shazam, Shazam Encore, LyricPlay, Shazam for TV names and icons are trademarks of Shazam Entertainment Limited.



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MEDIA CONTACT:
Rebecca Halder
T 714.794.6449
F 714.794.6420
rhalder@grupogallegos.com





Source: Marketwire


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