Yisell Hernandez

Marketing Communications Supervisor Genius, KYE Systems Corporation Miami Florida & Taipei, Taiwan

Yisell Hernandez, Marketing Communications Supervisor — Latin America for Taiwan’s KYE Systems tells inter national ist, “I’m from a country that does not do branding. Cuba’s only advertising is government propaganda. But even socialism in Cuba has a Latin twist; Cubans built a place in which they can survive without thinking about the future.”

Interestingly, in her life now, Yisell Hernandez is doing some very futuristic marketing. Genius, a division of KYE Systems Corporation, creates fun and innovative electronics products, including cameras, keyboards, audio, headsets, multifunctional digital media speakers and other consumer gaming and computer digital devices. The new campaign, currently running in South and Central America, tells a futuristic love story of two Cyborgs who are not aware of the concept of love in a characteristic human way. This advertising “novella series” describes the future as more distant and conservative, with people becoming more like machines in an effort to avoid human contact. Of course, Genius products can help to bring the fun back into their lives.

The marketing goal is to attract consumers to the storyline, encourage them to go online for more of the plot, and then create interest in the Genius products through incentives. “Our intention with this multinational campaign is to engage users in the present, and cause them to be aware of the future… given the often futuristic nature of our products.”

According to Hernandez, “Most companies decide to twist their campaigns to accommodate each country’s characteristics, while maintaining the same corporate image. My goal is to keep the same campaign and relate to all Latin America like a Gabriel Garcia Marquez novel.”

Hernandez admits there are risks to their current marketing program, but risks she sees as worth taking. She explains, “We certainly have a very small budget for a campaign so large in scope. We need to reach millions in order to have an impact, and our budget may simply not be enough. Our hope is that the innovation of a futurist love story may counter that. Yet, that raises another risk. To make the story work, we need to touch social issues that could be sensitive for some.”

Yisell Hernandez says, “I don't consider myself a brand champion, but a warrior. I'm fighting to make a brand better, to make marketing better, to change the way people perceive advertising in Latin America. I’m fighting to make a difference and to leave a story behind that people can talk about later.” And it’s just the kind of story that would make Gabriel Garcia Marquez smile. Contact: yisell_hernandez@genius-kye.com

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