Yu is a new hybrid format (digital-radio-social) in the Spanish audiovisual offer, so there is no regulatory framework clearly applicable. The current regulatory framework of the LGCA (Audiovisual Communication General Law) basically appeals to TV formats, so the restrictions apply to traditional advertising and sponsorship formulas, mainly during the advertising times and broadcasting slots. By now, these limitations benefit more flexible formulas like branded entertainment, where there are no time restrictions and where the action goal is finding a natural space of the brand in a content valued by users.

Collaboration was close and seamless from the beginning, understanding the strategy and code to be used, selecting and strengthening all the media relevant for the target in order to increase spreading.

The key was in researching together how the idea could be maximised with all the project contents in order to reach our target group in the media where they already were. We negotiated and presented new proposals that the major media had not considered so far. Agreements have been reached with a big communication group (PRISA) and with the local platform (social network) most followed in the target group (TUENTI).

ARPU increased 40%

NPS increased x9

Sales increased 227%

Top 1 content in the young people target group for its time slot

+3 m viewings in all platforms and increasing

+600.000 people daily interacting with the brand during an average time of 12 minutes

Ticket sold out in 100% of live shows