One Solution, the cross-platform integrated marketing initiative of Radio One and TV One, announced that it has been awarded three bronze Telly Awards for its integrated campaigns on behalf of Chevrolet Impala, Johnson & Johnson and Walmart.
The Chevrolet Impala vignette featuring nine-time Grammy award-winning John Legend received a bronze Telly in the “Automotive” category. The vignette displayed the features of the interior and exterior of the car with the John Legend song “Made to Love” from his latest album “Love In The Future” playing throughout the thirty-second spot. One Solution created and launched the vignette in conjunction with the Carat agency. The first custom integration began on August 21, 2013 for the “Interludes Live” concert series, which aired on TV One on September 14, 2013.
Johnson & Johnson’s My Best Me campaign received a bronze Telly in the “Campaign – Business-to-Consumer” category. The campaign started its first phase in August of 2012 and ran strong through 2013, including vignettes that focused on supporting the African American woman being her best by channeling the importance of motherhood and health to consumers as well as an online brand interaction with a contest.
Walmart’s Black History Month “Saluting History Makers” and “42” partnership commercial received a bronze Telly in the “Use of Music” category for the original score titled “Overcoming” by Roundhouse Multimedia that plays throughout the full thirty-second spot. The TV spot shows African Americans of all ages in various situations of success and highlights the stories of both past and present history makers for current and future generations to aspire and be inspired.
Having secured an ANA Multicultural Awards win last year for the campaign that ran February 1, 2013 to May 1, 2013, One Solution continues to prove their expertise and commitment to developing engaging content that resonates with the Black audience. The company had much success in leveraging Walmart’s ongoing national educational and community platform “History Teaching History” during the Black History Month campaign and “42” movie partnership, creating an overarching theme of “overcoming obstacles” in a new and fresh way.
It was not only a consistent message for the month of February, but Walmart was able to break through the clutter of other Black History Month campaigns by extending the conversation and awareness through May and marking the Walmart “Saluting History Makers” as the highest rated African American themed spot in Walmart’s history.
This campaign was a collaborative effort of two agencies in addition to One Solution, including
MediaVest and Liquid Soul.