Roberto Alcázar, director creativo ejecutivo de Identity Mediabrands
Sling TV’s sales increased more than 100% after the launching of the campaign Who’s bad?!, three weeks after the debut of the multiplatform initiative designed by Identity Mediabrands. “Success is based on having chosen what was common among all the cultures: the offer of the product, instead of looking at differences. It is a campaign that goes from the Latino to the Anglo ends” commented Roberto Alcázar, Executive Creative Director of the media agency to PRODU. He announced that the second phase of the initiative will be launched next month and that they have commercial material on the air for two years. “There are more than 30 versions and what can vary are the offers.” The Creatives Luis González, Fernando Gómez and Alcázar were in charge of the campaign concept, whose proposal went untouched from the brainstorming to the pitch. “Our campaign went untouched from the first day we presented it until Danny Trejo shot it.” He thinks consumers seek brands that don’t interrupt. “Users look for brands that speak and participate and have a unique and respectful dialogue with them. Where, naturally, the brand is then part of what you adopt to talk about yourself.” The Sling TV campaign prints a substantial shift on its focus, what was, at first, cord-nevers and millennials, to go after the entire pay TV market.
