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First Ever Advertising Award for Asian American Work

Posted On 2013 May 23
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- AT&T and interTrend Communications Win First Award in 45 Year Effie History -

 

AT&T and interTrend Communications receives the Effie Award in New York for the "Away We Happened" campaign.

AT&T and interTrend Communications receives the Effie Award in New York for the “Away We Happened” campaign.

AT&T's Jennifer Jones and interTrend's Julia Huang accepted the Effie award for "Away We Happened."

AT&T’s Jennifer Jones and interTrend’s Julia Huang accepted the Effie award for “Away We Happened.”

New York, NY (May 22, 2013) –interTrend Communications, in partnership with Rezonate Media, accepted the first ever award given by Effie Worldwide in recognition of work targeted toward the Asian American community for AT&T’s“Away We Happened” campaign.  The Effie Awards have recognized excellence in advertising since 1968.  The highly successful, crowd influenced, episodic web series campaign successfully integrated entertaining content with AT&T product marketing and won Effie award in New York City.

 Launched in May 2012 and supported primarily through social promotion of Asian YouTube influencers (Wong Fu Productions, Jen Fromheadtotoe, Victor Kim), the six-week series reached more than 12 million people – becoming a sensation in the Asian-American community with significant crossover appeal with mainstream audiences.

 The unique campaign invited the public to take a critical role in the development of the series by submitting and voting for how the story would progress.  The interTrend/Rezonateteam then worked with a production crew to write, shoot, edit and broadcasteach episode in just a single week. A major part of the success of “Away We Happened” was theengagement of consumers with creative content that organically integrated the AT&T products, fan/viewer participationandthe right partners.

 “We were interested in reaching the Asian Youth segment in a relevant way and interTrend delivered a new way to engage with this audience via a campaign that began with the Asian-American community but clearly extended well into the mainstream,” saysJennifer L. Jones, VP of Diversity Marketing, AT&T.

interTrend also was a finalist for its work for Toyota Camry’s “The One and Only” – the only other campaign recognized in the Asian Community category. The campaign tapped into the growing popularity of Korean drama series and the star powerof superstar Lee Min Ho. Like the “Away We Happened” campaign, “The One and Only” campaign showcased the power of socially driven campaigns in the Asian segment as it integrated online content along with more traditional advertising and event marketing.

About interTrend Communications

interTrend is an award-winning, full-service communication agency based in Long Beach, California.  Since 1991, interTrend has helpedFORTUNE 500 companieslike AT&T, JP Morgan Chase, State Farm and Toyotaestablish brand leadership positions through an integrated approach that connectscompanies to Asian American segments, including:  Chinese, Japanese, Korean, Vietnamese, Asian Indian, Filipino, Hmong, Cambodian, Laotian and Thai.  interTrend creates ideas that bridge cultural gaps to transform behavior.  For more information, visit www.intertrend.com.

About Rezonate Media

Rezonate is an award-winning, full-service diversity ad agency based in the heart of thriving Asian community, San Gabriel, California.  We are a media centric organization that leverages creative knowledge and media clout to generate value and results for Fortune 500 advertisers like AT&T, JP Morgan Chase, State Farm and Toyota.

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