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Atresmedia
, together with Carat
España, chose Tumblr to carry out a
Fanta campaign. Tumblr, a Yahoo! social
network, is an ideal platform for brands
that want to focus on branded content,
accessing an audience that is extremely
passionate and linked to the original
content. Fanta launched a Sponsored Day
with some exceptional results, achieving
engagement ratios of over 7% and overall
results much higher than the average for
other markets.
In terms of radio initiatives, in February
Herrera en la onda
travelled to the
Ford factory in Almussafes, Valencia, to
coincide with the visit being made by
the President and Chief Executive Officer
of Ford, Mark Fields. The initiative was
completed with a promotion broadcast
over the four days prior to this event as
a way of publicising it. On the same day
as the programme,
Herrera en la onda
broadcast a mention at 8:30am and
another at the end of the programme, as
well as at the start of the interviews with
the Ford executives.
To mark the 125th anniversary of Mahou,
the programme from
Carlos Alsina
and
Juan Ramón Lucas
,
Más de uno
, travelled
to the headquarters of Mahou San Miguel
on 18 November. The programme involved
asking listeners about the moments they
had celebrated by drinking beer.
Fernando Ónega
also became the face
and voice of the new Conservas Cuca
campaign in
Más de uno
from
Onda Cero
.
The mentions of the campaign on the
radio were made with
Carlos Alsina
and
Fernando Ónega
as opinion leaders.
During November, on
Europa FM
, Verti
Seguros promoted the NEUMAN concert
in Madrid, a commercial indie-rock music
group. The insurance company Verti
invited its customers to enjoy the music
of the indie-rock group on Saturday 28
November at the La Riviera hall in Madrid.
Its latest albums feature the songs Turnit
and Tell you, which are the soundtracks
for the spots for the
Ponle Freno
fun-run
and the book from
Objetivo Bienestar
,
both projects of the
Atresmedia
group.
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
ATRESMEDIA PUBLICIDAD
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