Page 101 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
101
Within this approach, this year the Company took a new
step by successfully introducing a specific commercial
offer for “Homeland” consisting of “hiQuality” blocks with
a maximum of three spots which have achieved very
high levels of recall and recognition, with an excellent
advertising rating of over 6%.
Publiespaña celebrated the success of this innovative
initiative with viewers by giving them the oppor tunity
to take a leading role in bumpers included in
commercial breaks during each episode, selecting the
most ingenious and original twits accompanied by the
hashtag #3spots.
New tailor-made developments, special
actions and branded content, novelties
in Publiespaña’s commercial policy
In order to innovate and integrate content and advertising
to generate value for advertisers, in 2013 Publiespaña
has significantly increased the range of advertising
opportunities by carrying out specific communication
projects resulting in greater efficiency and visibility for
advertisers.
In this respect, it has undertaken several branded
content actions that were deeply integrated with the
channel’s content, effective for the brands concerned and
respectful to viewers. Examples of this during the year
are formats such as “Bebé a bordo”, “Cupcake maniacs”
or “Tricotosas” on Divinity with the Bezoya, Azucarera
Española and Norit brands, respectively, “Vitalbien” with
Vitaldent on Nueve and “Play Sports” with Sony on
Boing.
In this respect, Publiespaña has developed a battery of
actions which are highly integrated with Mediaset España
content for customers such as Coca-Cola, through which
they have innovated and laid the foundations for the
definitive implementation of the tailored communications
model with 360º presence which the Company is
focusing on.
An example of this is the alliance on “Dreamland”, a new
fiction series for Cuatro whose values of friendship, hope,
achievement and camaraderie embodied in the lead
actors, which have been associated from the beginning
with Coca-Cola, a company with a long-standing
association with youthfulness, music, dance, compassion
and motivation, are transmitted through music composed
ad hoc for the customer by students of the school, with
choreography including brand components, streaming
concerts, bumper campaigns featuring the lead actors
and the development of a second screen with exclusive
content for Coca-Cola that viewers can watch following
the premiere.
One of the initial results of the agreement between
Mediaset Spain and Coca-Cola has been a television
milestone in the integration of content and advertising.
This is “Live the Life”, a song composed in the
“Dreamland” school itself by Christian Sánchez, one
of the lead actors in the series, and performed by him
along with the rest of his cast-mates. It is a pioneering
experience that reveals the revolutionary treatment
which Publiespaña seeks to contribute to advertising
communications on television.
This song also accompanied the exclusive Christmas
greeting by Coca-Cola on Mediaset Spain, a unique
piece for the Group’s channels featuring artists of
“Dreamland”.
This new partnership was preceded by other
collaborations in 2013 between Coca-Cola and
Publiespaña to supplement its “Benditos bares” campaign.
As a result of the celebration of “San Bartolo” created
by the advertiser, Telecinco, Cuatro, Divinity, Energy,
Factoría de Ficción and La Siete issued three institutional