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Innovation: the success of the
new formulas for the brands
Atresmedia Publicidad
continues
innovating with new formats, such as
the Next Coming from Seguros Pelayo.
The insurance company launched
an innovative and original campaign
based on a series of special initiatives
at
Atresmedia
, with a special focus on
prime time on
Antena 3
and
laSexta
.
The campaign, which was carried out in
conjunction with Ymedia, took advantage
of the parallels between Pelayo and
Atresmedia
, a great brand which "insures
people's lives" and a great media group
which "brings emotion to people's lives".
Branded content also has a great
reception at
Atresmedia
.
La red naranja:
cambian las reglas
is a 30 minute
programme which hears from people
who have decided to take control of
their lives, break with the established
and create new ways of doing business,
consuming and living. It is a collaborative
guide, supported by ING DIRECT, which
suggests new ways to save, easily and
quickly. The aim is to offer ideas which
are practical and available to everyone,
ranging from fashion to food and
including tourism, knowledge and culture,
among many other aspects.
Ikea has also signed up to branded
content. In this case on
laSexta
with
La
escuela de decoración
, a programme
teaching people how to decorate. This
branded content works thanks to the
human factor, as it involves people who
need to change their lives. This aspect
is transferred to the qualities that the
consumer perceives for the brand.
La
escuela de decoración
is understood as
a trans-media project that places a lot of
importance on its website and the social
networks. It has a section where those
interested in the subject can register and
find courses and tutorials.
Another branded content initiative
supported by
Atresmedia
is that for
UNHCR.
laSexta
released
Mano a mano:
mi última comida
, a social documentary
about the journey travelled by the chefs
Paco Roncero
and
Susi Díaz
, and the
journalist
Jalis de la Serna
, to the Ampain
refugee camp in Ghana, together with the
Spanish committee of UNHCR.
Social documentary about the journey travelled by the chefs Paco Roncero and
Susi Díaz, and the journalist Jalis de la Serna, to the Ampain refugee camp in
Ghana, together with the Spanish committee oUNHCR.
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
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