U.S. HISPANIC
Univision launches campaign to promote use of new platforms
Maribel Ramos-Weiner| 11 de agosto de 2011
Univision is delving into Hispanics use and awareness of new technologies and platforms through a custom research study. From this study, Univision will glean insights and develop marketing solutions that will help them and their clients achieve their goals.One current solution is a campaign based on one of the study’s findings. The campaign will help Hispanics better understand how/where to access the content they love. The campaign will launch promoting VOD and later expand to drive awareness and usage of TV Everywhere next year.Some of the key findings from the research are: More than 30% of Hispanics who have access to On Demand have never accessed the service; of the respondents who have VOD, some do not know it is free and of the Spanish dominant respondents who currently have cable or satellite service, 50% had never heard of the service.By using testimonials, the spots remind viewers that watching a Univision program On Demand comes at no extra cost and that their favorite Univision programs are always available.As early adopters of technology, Hispanics are important consumer targets overall and especially for video on demand and TV Everywhere platforms. We invested in the research and the campaign to ensure our viewers are satisfied and getting the most out of their pay TV service, and is part of our commitment to develop solutions that will help distributors drive adoption with the fastest growing consumer segment, said Jennifer Ball, SVP, Distribution Marketing, Univision Communications Inc.The campaign was made in collaboration with the agency Blanco Lorenz from Miami.
