Univision was launching it's first ever 24-hour novela network featuring the most watched and most beloved novelas of all time. The goal was to create awareness and drive demand for Univision tlnovelas while supporting network launches and acquisition campaigns. We targeted hardcore novela fans, Hispanic women 18-49, and distributors who had not yet launched the network.
This was a fully integrated 360 campaign that included on-air, radio, digital and PR tactics. All tactics were built off the power of nostalgia by using iconic novelas and talent. Launch promos included “Coming Soon” teaser promos and “Now Available” TV and radio promos themed around the most memorable novela moments: best kisses, worst villains and sexiest hunks.