UCI recently rolled out a whole new kind of content offering made from some of the company’s most beloved telenovelas. These new condensed titles originally aired as 100+ hours of nightly linear TV. NovelaXpress are “fun size” versions of the same stories retold in 15 episodes or less. Our campaign was designed to raise awareness & educate consumers about this completely new way of enjoying their favorites on HULU & UVideos (Univision’s TVE platform). From naming to the carefully-crafted positioning, the campaign set out to introduce a new offering without casting full-length telenovelas in a bad light. Messaging spoke to a variety of usage scenarios: From die-hard fans that wanted to relive experiences to newbies that could be enticed to sample these easier-to-watch versions. Launch elements included brand standards that helped to ensure continuity across promotional platforms and could accommodate a diversity of program brands, partner brands, imagery and calls-to-action.