Page 102 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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spots featuring the presenters Raquel Sánchez Silva,
Jesús Vázquez, Manu Carreño and Manolo Lama, who
highlighted the importance of bars as social meeting
places, the origin of numerous projects and generators of
moments of happiness.
These spots were added to two actions developed
by Publiespaña for Coca-Cola as a result of the close
collaboration between them. On the one hand, the much
praised institutional spot “Benditas series… Benditos
bares” (Blessed series ... Blessed bars), through which
Publiespaña linked the essence of the customer’s campaign
recognising bars as the best social networks on the planet
to the memory of scenes at the bar in emblematic and
successful Telecinco series such as “Los Serrano”, “Siete
Vidas” or “Al salir de clase”.
On the other, the premiere of “I+B”, a branded content
sitcom created specifically for Coca-Cola, whose
postproduction work allowed brand items to be
introduced by virtual product placement, a technique
developed and introduced in Spain by Mediaset España’s
advertising concessionaire.
In addition, in early 2013 Mediaset Spain issued its self-
promotion channels and ad hoc institutional bumpers
produced for the customer with the par ticipation of
presenters such as Sara Carbonero, David Cantero,
Isabel Jimenez, Juanma Castaño, Juanra Bonet, Raquel
Sanchez Silva, Manu Carreño, Manolo Lama, Mario
Picazo and the actress Vanessa Romero, among others,
on the occasion of the celebration of Coca-Cola’s
125th anniversary and the launch of its campaign
against sedentary behaviour “Y si nos levantamos?”
(What if we stood up?).
Success of exclusive commercial policies for
major spor ts, film and programming events
Publiespaña has met its objective of offering customers
the maximum presence and the most efficient coverage
of target audiences through successful advertising polices
tailored to the major sports events offered by Mediaset
España in 2013 such as the Confederations Cup, Moto
GP world championship and the Eurobasket competition,
providing high-profile, high-demand platforms on TV, the
Internet, social networks and the iWall circuit.
Along with these sporting milestones, the Company has
created new, high visibility and high efficiency advertising
products such as “Spots de Oro”, hiQuality spots shown
at maximum viewer times launched successfully during
the Confederations Cup. In Special Initiatives, Publiespaña
has deployed a wide range of actions involving its sports
reporters Manu Carreño, Manolo Lama, Sara Carbonero
and J.J. Santos, as well as overlays, tele-promotions and
combined sponsorships for TV, online and mobile media
with exclusive viral marketing initiatives on social networks.
The online offer has been completed with original and
unusual advertising formats called “Adlive”, created
specifically for live broadcasting on Mitele, providing new
opportunities for small customers that generally do not
use major campaigns on television and customers seeking
to complement their conventional campaigns or to
implement special initiatives.
Specifically,for the Eurobasket championship the Company
developed the online action “Vuelve la ÑBA”, a count-
down to the start of the event with capacity for up to
three advertisers; the “La canasta imposible” competition
in which viewers shared the most surprising baskets they
had ever scored on social networks; messages of support
for the Spanish national team sponsored in “Todos con
la Ñ” and messages of thanks during the week after the
conclusion of the Eurobasket championship in “Gracias
España”. In addition, for the first time ever, the competition
was shown commercially on the 68 screens of the iWall
circuit in 23 shopping centres in Madrid, Barcelona and
Valencia.
The Cuatro, Energy, Mitele.es and specific Eurobasket
web sites offered advertisers additional coverage with
varying degrees of sponsorship options called “Triple”,