linear
Launched inside the MQB: La Revancha premiere to catch co-viewing families, then flighted around every premiere.
launch: season’s biggest premiere← work// campaigns · experiences · social
univision es un vibe
televisaunivision · fall 2023One idea to sell a whole season, built as a 360 system: from the TV spot to the street, and back to the screen.
Five fall launches, one network, one month. Instead of five competing promos, we gave Univision a single feeling to own, es un vibe, and built a system where every channel had a clear job: get seen, get felt, get joined, get shared.
- Client
- TelevisaUnivision · Brand & Corporate Marketing
- Launch
- Oct 1, 2023, during the MQB: La Revancha premiere
- Services
- Strategy, campaign identity, content, social, experiential
- Audience
- Persons 18–49, broad and multiplatform
- Footprint
- 8 channels · 38 radio stations · 2 cities
- Talent
- Adrián Uribe, Chiqui Delgado and the fall lineup
01The problem
five launches fighting for one audience.
Every fall show had its own promo, its own message and its own flight. Viewers 18–49 were spread across TV, radio, streaming and social. The network needed one reason to tune in that every show could plug into.
Vencer la CulpaGolpe de SuerteMQB: La RevanchaDe Noche Pero Sin SueñoLiga MXLatin GRAMMY
The brief: capture the essence of Univision this fall in a branding campaign, while promoting what’s new.
02The strategy
sell the feeling. let every show be the proof.
The strategy came from listening, not from the schedule. People don’t pick a network, they pick a mood. So the campaign stopped listing shows and started owning a feeling.
insight
“Audiences want to see talent outside the set. It makes them feel part of the Univision family.”
From audience research in the campaign’s vibe check.
idea
Esta temporada, Univision es un vibe.
“Vibe” is how a bilingual audience already talks about a feeling you can’t fake.
role of the campaign
Turn five launches into one season people want to be part of.
Every show becomes evidence of the vibe, not a separate ask.
Three pillars
The “vibe check” that decided what went into every piece of work.
content
show what’s new
Novelas, Sundays, sports and the Latin GRAMMY appear inside the story, never as a list.
Shows up in: spot walls, end tags, Spotible units, newsletter
talent
stars, off set
The fall lineup plays heightened versions of themselves at the office. Talent is the media.
Shows up in: the spot, radio, GIFs, meet-and-greets
season
fall, everywhere
The feeling has to leave the TV: in-show moments, local events and every owned platform.
Shows up in: Vibe Day, Houston, New York, press kits
03The identity
a mark built to travel.
A 360 campaign needs a mark that works on a lower third, a coffee mug and a 20-foot wall. The shield is drawn from the Univision tulip so it reads as the network even without the logo.
Violet
#6235CAMagenta
#E400FFOrange
#FF8100Coral
#E7583DRed
#E80F0FPlum
#420136
04The 360
from seeing it to sharing it.
We planned the 360 as an audience journey, not a channel list. Each stage had one job, and every channel was picked because it was the best at that job.
make the season impossible to miss
Goal: reach
38
radio
O&O stations voiced by Adrián and Chiqui, plus Uforia digital rotation.
38 stationsmake it part of the programming
Goal: immersion
in-show
Vibe Day put the campaign inside every daypart: set décor, gimmicks and mugs on camera.
every daypart, oct 2 ↓
social & giphy
“¿Cuál es tu vibe hoy?” posts and a GIPHY library cut from the spot.
2M sticker views ↓let people step inside
Goal: participation
activations
Houston and New York booths with photo walls, games, meet-and-greets and QR codes.
5,500+ in person ↓
digital + email
A hub at univision.com/EsUnVibe, Spotible units, a dedicated email and a Houston geo-banner.
56% open rateturn people into carriers
Goal: amplification
pr
Branded press kits with QR codes for journalists and influencers, plus wide trade outreach.
18 scans from 20 kits
internal
Employees first: TU Central page, giveaway and 40 deskdrops. The network became the first fan base.
30 scans from 40 deskdropsThe loop: shared stickers, photos and press coverage sent people back to the screen, where the next premiere was waiting.
05The content engine
one shoot. every channel.
The talent comedy was written so it could be cut down, not just cut. A single day at the Univision offices fed TV, radio, social and GIPHY for the whole flight.
The hallway. Adrián carries a cumbersome promo package past wall wraps for novelas and a Walk of Fame star.
The reveal. He unveils a very glorified, life-size cutout of himself promoting De Noche Pero Sin Sueño.
Sports. Bam Bam Zamorano calls a foosball match between the Club América mascots. Chiqui scores the winner.
Novelas. Adrián claims novela-hunk status in front of the Vencer la Culpa wall. Chiqui brings him back.
herodigital cut
→
:30linear & social
→
:15novela cut
→
audio38 stations
→
gifsGIPHY library
06The flight
a launch, then a drumbeat.
Big on day one, then a new touchpoint every week so the vibe never went quiet between premieres.
- LaunchSpot debuts in the MQB: La Revancha premiere · Houston activation
- Vibe DayEvery daypart wears the campaign
- EmailDedicated newsletter to 28K subscribers
- Press kitsSent to journalists and influencers
- Deskdrop40 internal kits with QR codes
- New YorkActivation outside the United Palace
- Latin GRAMMYTentpole promoted throughout the flight
07Screen to street
the vibe, in person.
Univision’s first experiential branding effort. Day one on air, day one on the ground.
Vibe Day · Oct 2
Each daypart got its own set décor and gimmick.
MQB: La Revancha & De Noche Pero Sin SueñoLiga MXVencer la CulpaLatin GRAMMYGolpe de Suerte + Hollywood star
wear the vibe · merch & swag
The shield was designed to work as merchandise. Talent wore it, crews used it, press kits carried it.
Product shots are production mockups.
Two cities
Pick a city.
El Bueno, La Mala y El Feo Fest
- attendees
- 4,500
- qr scans
- 27
- talent visits
- 3
With Migbelis Castellanos, Karina Banda and Borja Voces.
Outside the United Palace
- foot traffic
- 1,000+
- qr scans
- 42
- talent visits
- 2
With Clarissa Molina, Jomari Goyso and Jackie Guerrido, plus an MQB wall, a Latin GRAMMY wall and a mobile billboard truck.
08Impact
2 million organic sticker views.
Measured against the job each channel was given. The participation and sharing layers ran with no paid support.
see it
38radio stations, plus a launch inside the season’s biggest premierefeel it
2Morganic GIPHY sticker views · 229K GIF viewsjoin it
5,500+people reached in person · 119 QR scans · 46 new usersshare it
56%email open rate, 55% above benchmark · 587 organic visitors, $0 paidthe stickers that did the distribution
27 animated stickers and 13 GIFs on GIPHY, free for anyone to drop into a story or chat.
talent is the media
Putting stars off set gave every channel the same hook, from a radio spot to a sticker.
make the brand usable
Stickers and GIFs let fans carry the campaign themselves. That layer outperformed everything paid.
measure the offline
A QR code on every kit, table and wall turned events and deskdrops into data.
Source: TelevisaUnivision Brand & Corporate Marketing campaign recap, fall 2023.
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