In the US Hispanic TV landscape, there is an over-abundance of sponsorships/logos in the beginning, the middle and the end of every show, undoubtedly contributing to viewer’s fatigue or worse, making them switch their minds off to any messaging effort. Further, production time lines of the most popular programmes are usually rushed, preventing brands in truly creating organic placements. Live shows or transmissions don’t generally allow much room to include any kind of creative messaging. Operating within these constraints certainly doesn’t help in making messages connect in a meaningful way with audience.So, how do you cut through the clutter and avoid traditional (and obvious) logo and/or product placements, ‘a dime a dozen’ live mentions, or annoying banners during live content?

T-Mobile sponsored several TV programs but we wanted to go beyond traditional logo placements or live mentions and really ‘own’ them. We wanted T-Mobile to become the TRUE sponsor of our audience’s most precious moments of the day.To remind our target that their favourite TV show can be interrupted without warning (usually at pivotal moments!) by a family member wanting to watch something else, we produced special scenes and pushed LIVE TV CONTENT away, creating the illusion that a movie was competing with their show for space on the screen.T-Mobile’s 4G network lets families stream movies instantly, thus freeing the TV from unwanted interruptions and avoiding unnecessary feuds.To make the executions relevant, we 'pushed away' the most popular soccer matches (Copa Libertadores -the equivalent to the Champions League-), soap operas, gossip shows across the most watched Hispanic television networks.

We connected with our audience when they were most receptive: while watching their favourite shows (versus during commercial breaks) for a fraction of the production and media costs.

Leveraging the integrations/sponsorships, and maximising value, enabled us to increase impact by 33% over traditional spot delivery reaching an audience of 3.6m+ Hispanic adults.

This effort was part of a campaign that made T-Mobile's consideration among smartphone intenders reach an impressive 49%. Even more impressively, T-Mobile achieved the lead position among all carriers viewed as having an advanced data network, with 73% of smartphone intenders agreeing. All this, while still fighting the negative implications of the failed merger with AT&T that are still still reverberating today.