BOCA RATÓN, Florida, junio de 2021 – «El Poder del Cabello», el infomercial más reciente de HairClub que se produjo específicamente para el mercado hispano, ha sido galardonado con un premio Telly de bronce en la categoría Branding por un anuncio de formato largo (30 minutos). Los Telly Awards exhiben anualmente el mejor trabajo creado en la televisión y en video para todas las pantallas. Al recibir postulaciones de los 50 estados y los 5 continentes, los ganadores de los Telly Awards representan el trabajo de algunas de las más importantes agencias de publicidad, emisoras de televisión, productoras y editoras de todo el mundo.
«Estoy muy agradecido por habernos asociado con Latin2Latin y por la innumerable cantidad de personas que colaboraron con esta exitosa aventura», expresó Mike Nassar, presidente y director ejecutivo de HairClub. «El Poder del Cabello es el ejemplo perfecto de cómo podemos integrar la educación y el entretenimiento con un mensaje importante a nivel cultural y en el idioma, a la vez que incorporamos casos reales y presentamos nuestros expertos en cabello. Este formato de infomercial tipo docu-reality ofrece información fáctica para todos aquellos que necesitan soluciones para la pérdida de cabello en el mercado hispano».
En lugar de usar el formato largo tradicional de un infomercial, «El Poder del Cabello» utiliza una nueva forma de narración e integra el uso de códigos QR para acceder a más videos disponibles en www.ElPoderDelCabello.com. Desde principios de 2021, se ha transmitido en medios hispanos como Galavisión, Pasiones, Mega TV, Telemundo, UniMás Network y Discovery en Español, y ha generado hasta la fecha más de 3 millones de improntas.
Arminda «Mindy» Figueroa, directora ejecutiva y fundadora de Latin2Latin Marketing, manifestó su satisfacción con el premio y mencionó: «Estamos muy orgullosos de nuestro equipo y de cómo pudimos hacer realidad esta visión que humaniza la marca HairClub al utilizar poderosos testimonios y presentarlos en cámara antes y después de las transformaciones. Nuestros equipos creativos y de gerencia trabajaron arduamente para ofrecer a nuestro cliente un producto único que se dirigiera al mercado hispano. En Latin2Latin, nos especializamos en alcanzar este importante segmento del mercado al reunir conocimientos y analizar el enfoque de la marca en el mercado hispano, y HairClub apoyó el concepto no tradicional que presentamos».
El concepto de infomercial tipo docu-reality fue desarrollado y producido por Latin2Latin para HairClub. Malule González, directora creativa de Latin2Latin y ganadora de cinco premios Emmy, fue la creadora y productora ejecutiva, con la colaboración adicional en producción ejecutiva de Renzo Ferro, vicepresidente de Servicios y Operaciones de Cuentas de Latin2Latin, y Mindy Figueroa. La productora Wildhouse brindó el soporte técnico, y Maricel Zambrano dirigió el infomercial.
Acerca de Hair Club
Fundado en 1976, Hair Club es el más importante proveedor de soluciones para la pérdida total del cabello en Norteamérica. Durante más de 40 años, Hair Club ha ayudado a cientos de miles de personas a recuperar su cabello y transformar sus vidas. En la actualidad, Hair Club cuenta con casi 120 sucursales en Estados Unidos, Canadá y Puerto Rico, y es una subsidiaria de propiedad absoluta de Aderans Co. Ltd., el proveedor líder a nivel mundial de soluciones para la pérdida total del cabello, que tiene su sede en Tokio.
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