The purpose of the campaign was to create an “a-ha” moment for unbelievers to think/rethink the position of UCI— from a secondary media company, not as important as English-language media, to one on par with the best media companies in America including, but not limited to ESPN “The worldwide leader” in sports coverage. We wanted to bring to life that Hispanic consumers are a part of the fabric of our country, becoming an integral part of our pop-culture and drive interest in new partnerships from high-profile sports leagues.
The target audience for the campaign was advertising agency employees, client-side marketers, distribution partners, sports league executives, investment analysts/bankers, sports fans, and the general public.
Univision Deportes Network (UDN) set new ratings records in July, delivering more Total Viewers 2+ and Adults 18-49 than every cable sports network beside ESPN in primetime, regardless of language, and finished tied for most M18-34 viewers in primetime. This was the first time a Spanish-language cable sports network ever ranked as the #2 sports network for a month in any key day-part (and first for a Spanish-language cable sports network finishing tied for #1 among Men 18-34).