Due to the sophistication of the Spanish audience concerning conventional advertising, brands are betting for new forms such as Branded Content and increasing their investments and complexity in these formats; web series, short film ads or other audio-visual initiatives, keeping up with market trends and combining high quality with a clear commercial impact. Spanish branded content sector is growing and getting more complex.

- Presence in 6 programmes: Weekly broadcast (it showed the daily activity of the winners in NYC).- Broadcast of 30” summaries: Each one summarised the best moments of the previous program.- 291 program previews (20") generating expectation before every program: Planned on TV shows, with the highest affinity.- Using actors/celebrities from the most prominent TV series of the Media Group, as a hook to participate in the promotion (10” self-promotion).

Results:64% of the incremental awarenessCost improvement = -66% vs. conventional70% coverage /124 affinityThe action achieves the objectives set by the client: To stop the fall of awareness that takes place during periods of no media activity / communication.We have improved the efficiency ratio by GRP from 0.06 in 2010 to 0.85 in 2011.This project has confirmed the wide range of communication possibilities we have with Branded Content.