2009 PRO Awards: 'SCOTT® Dichomania!

Agency: MASS Hispanic Marketing
Client: Kimberly-Clark

In 2007, Scott created a “dichonario”, a multimedia dictionary of Spanish proverbs. Playing off the success of that campaign, in 2008, Scott launched Dichomania! which took the dichos (proverbs) off the Internet and out into the barrios.

A 15-scooter Dichomania caravan entered neighborhoods with a billboard trailer containing an electronic touch screen dichos station, where people could share their favorite dichos on video, then sing along karaoke-style to a dichos song written and performed by FM radio personality Don Cheto. Visitors could also play a dichos game or write their proverbs on the touch screen. Bumper stickers, tote bags, coupons and samples were given out while music performers and radio personalities entertained the audience.

Dichomania visited neighborhoods, supermarkets and parks in Los Angeles; then partnering with Wal-Mart stores, set out on a coast-to-coast community tour. The “Pantry Check” TV team searched door-to-door to see if consumers had SCOTT products in their pantries. Mystery shoppers approached people in retail stores who had SCOTT products in their shopping carts, while radio patrols searched for people with Dichomania bumper stickers. Those who had SCOTT products or bumper stickers received a rewards check and were filmed for the evening’s commercial spot.

In the LA market, Cheto promoted a “fill in the missing word” dichos challenge on air. Radio talk show host Thalia encouraged viewers to share and complete dichos via a toll-free number or email, while radio show host Maria Marin suggested people send motivational dichos cards to their friends. Scott gave $1 to charity for each card sent.

SCOTT directly interacted with over half a million Latino consumers as a result of this campaign. More than 29,000 dichos were collected. Overall sales volume in the Los Angeles market increased 14%.