Telefónica’s Movistar+ is to develop its first personalised advertising campaign across various pay-TV channels, through an agreement with Coca-Cola.
The telco - Spain’s largest pay-TV provider - intends to reinforce its innovation strategy in the ads market, launching new solutions to increase brands’ impact and awareness on TV.
Movistar+ will deploy a special campaign (#AyudantesDeLaNavidad) for its own pay-TV channel #0 with two ad pieces of 50 and 20 seconds each, filmed inside Movistar+’s studios in Madrid, which are already being aired.
Coca-Cola and Movistar+ will share the last minute of the year across all the platform’s premium networks. The advertising space, designed by the soft-drinks company, will be complemented with the first spot of 2017, following the same commercial strategy as Coca-Cola deployed with Mediaset.
“The final goal is to create unique spaces designed for the brand to be the focus and give the message great importance, without letting it disappear between multiple advertising campaigns,” pointed out the pay-TV operator in a release.