Neox Design & Branding, Case study, Making of HAPPY NEOX YEAR by Aftershare.tv Madrid

Adsarchive » Design & Branding , Case study , Making of » Neox » HAPPY NEOX YEAR

HAPPY NEOX YEAR

Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes
Media Design & Branding, Case study, Making of
Market Spain
Agency Aftershare.tv Madrid
Creative Director Toni Tugores
Released December 2011

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: NEOX
Product/Service: TV CHANNEL
Agency: AFTERSHARE.TV
Creative Director: Toni Tugores (Aftershare.tv)
Partner/Managing Director: Marc Ros (Aftershare.tv)
Partner/Executive Creative Director: Risto Mejide (Aftershare.tv)
Content Director: Francisco Vaquero (Aftershare.tv)
DTT Channels Director: Bern Reichart (Antena 3 Group)
Managing Director: Javier Bardají (Antena 3 Group)
General Director: Jorge Salvador (7 Y Acción)
Media placement: TV Program - Neox - 30 December 2011

Campaign Description
The circumstances of the Spanish advertising market are such that we have seen a recent explosion in branded content: the loss of effectiveness of conventional advertising, the media's need to complete its offering with content that is partially or fully funded by third parties and, finally, users who are constantly on the lookout for interesting and gripping stories to gobble up. However, the industry of brand-produced content is still in its infancy. The risks posed by such initiatives for the media and brands (where both lose a degree of the control they used to have over messages), the lack of an effective route to market, and the absence of a model to measure and analyse results are the main obstacles hindering the development of the industry in Spain. Nevertheless, we have begun to see very interesting examples of successful case studies, which makes us feel optimistic about the future of branded entertainment.

Effectiveness
The Neox channel (which belongs to the Antena 3 Group) is targeted at a young urban audience, and its content and positioning revolve around the values that are most relevant to this target: modern, rebellious and unconventional, etc. In the summer of 2011, we were commissioned to design an advertising campaign for the channel for Christmas and the New Year. As a result, the agency presented Feliz Año Neox (Happy Neox New Year), where the content revolved around the celebration of an alternative and tradition-defying New Year. With the premise, 'Neox believes that a different New Year’s Eve is possible', the campaign involved the creation and transmission of a almost 60-minute TV programme for the night of December 30th, when Neox rang in the New Year 24 hours earlier than the rest of the country, thus demonstrating that the channel is ahead of its time, innovative and different.
This was the first time in the history of Spanish television that a TV channel celebrated New Year’s Eve 1-day early. The programme even included a live connection with the traditional setting of the Puerta del Sol in Madrid, where thousands of young people had gathered to take part in the initiative. 4 weeks before broadcasting the TV programme, which broke viewership records for the channel, a spot campaign was run to invite viewers to the event. The content was also promoted on the Antena 3 Group’s most popular programmes, and a 'mockumentary' was created for the Internet and the social media, which focused on the legend surrounding the presenter of the event: a well-known TV presenter of the 1970s, who was only willing to return to the screen for an idea that was as modern and alternative as she was.

Implementation
Neox’s target audience was drawn to the proposal primarily for 2 reasons. Firstly, the originality of the initiative: celebrating New Year’s Eve 24 hours earlier than usual was a novel idea at a time like Christmas, when all of the other TV channels broadcast the same type of programmes, year after year. Secondly, both the proposal and the tone of the communication (innovative, alternative and tradition defying) struck a chord with the target and the channel’s image: young, urban and modern.

Outcome
The programme achieved an audience share of 6% (more than double the channel's average share of 2.7%) and was watched by over 900,000 viewers. It also received significant coverage in the rest of the media and especially in the social networks, where #FelizAñoNeox was the no.2 trending topic worldwide, while the programme was on air. The spot campaign preceding the transmission of the programme reached 80% of the 13-24 year-old target.