INFO
This award-winning concept, My Kind of Blue (MKoB), resonated with both English and Spanish speakers by focusing on individuals and celebrating Florida’s diversity. The concept allowed for word and visual substitutions that targeted specific markets with content that was as uniquely identifiable as it was relatable, e.g., “My Kind of Goals” (soccer visual), “My Kind of Joyride” (kayaking), “My Kind of BFF” (dog/owner).
The campaign went live June 25, 2019 with ads on Facebook, Instagram and Google, and streaming radio and video ads. Billboards and broadcast TV started in subsequent weeks.
In addition to winning Telly and Addy awards, the television spots performed well. Across Broadcast, impressions topped 92,952,200 with 3,163 spots aired. And across ConnectedTV, the spot garnered 10,112,674 impressions with a total of 8,365 website clicks.
https://www.youtube.com/watch?v=3oRnDeDLE0M
