Para triunfar, hay que estar bien informado (To succeed, you need to be well informed)
The well-known brand, Sección Amarilla from Mexico decided to expand to U.S. by launching a search portal dedicated to the Hispanic market. Pólvora developed a media and creative campaign that would educate and drive Latinos to the new portal. The campaign was supported with a combination of cable TV, radio and online media, and a creative message that reminded Hispanic consumers that "to succeed in the U.S., one must be well informed" and SeccionAmarilla.com was the portal that helped Latinos locate the things that were important to them.
Radio version 1
Radio version 2