Page 103 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
103
“Mate” and “Tiro libre”, with the possibility of adapting
the look&feel of each design.
In addition, for the first time in sporting history, basketball,
football and Moto GP Grand Prix have taken place on
new courts, pitches, race-courses: those offered by the
digital outdoor TV support network of the iWall circuit,
comprising a total of 68 screens distributed among 23
shopping centres in Madrid, Barcelona and Valencia, six
of which were large format with LED technology and a
capacity to make an impact on an estimated 1o million
shoppers.
360º sponsorships on TV, Internet, mobile,
digital, outside and apps
In the sponsorship area, Publiespaña took a step forward
in 2013 and concluded major agreements with large
customers for the full sponsorship of specific content on
all media where viewers will consume it, creating a global
offering sponsored by a single brand. This was the case
for events such as the Confederations Cup, sponsored
by Movistar; the Moto GP Championship, with the
exclusive sponsorship of Generali Insurance for the entire
season on TV, the Internet and even the MotoGP app
for smartphones and tablets; and the European Basketball
Championship, with Samsung, La Caixa, Endesa,Vodafone
and San Miguel 0,0, among other large events.
This formula has also been applied in the free-to-air
premiere of “Avatar,” a cinema event on television that
Mediaset España offered together with Movistar, the
exclusive sponsor, through an integrated campaign on
television, the Internet and mobile devices that was
supplemented by their “Brand day” presence for two
days onTelecinco.es and “BrandWeek” all week at Mitele.
es, platforms which offered by simulcast the television
premiere of the film and, for the occasion, customised the
look & feel of their sites. In turn, the customer occupied
preferential positions in spots during the online broadcast
via Adlive.
Another significant example of commercial integration has
been “La Voz”, an outstanding case of using multi-screen
formats for the development of 360°communication
projects which was much appreciated by the advertising
community, despite the current economic context. Bimbo,
Vodafone, Peugeot and Sony (official sponsors) entrusted
Publiespaña with developing transmedia campaigns on all
platforms. This initiative has provided these advertisers
with significant growth in their reputations as preferred
brands and in levels of intention to buy their products,
according to a study by Mira Investigación.
Recently, Publiespaña has reached an exclusive agreement
with Nevir as sole sponsor of the men’s channel Energy.
Boing is the children’s channel with
the lowest volume of adver tising
Publiespaña has presented advertisers with a commercial
policy tailored to Boing which brings togetherTV, Internet
and the iWall outside circuit in a media mix designed to
contribute exclusivity and distinction during the fourth
quarter of the year, a decisive period for advertisers
whose campaigns address this target audience.
Publiespaña has launched new Special Initiative products
such as “Desayuna con Boing”, “Merienda con Boing”,
“Disfruta con Boing”, “Boing en familia”, “Código Boing”,
“Boing name” and “Hoy es tu día”.
In addition, it has shifted the hiQuality short block strategy
which is applied during prime time in Mediaset España’s
other channels to most of this channel’s commercial
breaks, making it the commercial children’s channel with
the lowest amount of advertising in the free-to-air market.
Boing’s commercial policy also envisages the option of
enhancing the TV and Internet campaigns with iWall Toy
Shop, a conventional circuit of 200 screens in 14 shopping