A new chapter for a leading brand
Challenge
In 2023, Telecinco faced one of its greatest challenges: repositioning its brand to regain closeness with the audience and strengthen its identity as the leading channel in mainstream entertainment. The objective was clear: to refresh its image, connect with new audiences without losing its essence, and convey the message that the new Telecinco is television “With you, always.”
360º strategy to reconnect with everyone
The stategy
From Mediaplus Equmedia, we developed an emotional, memorable, and multi-channel rebranding campaign, where each medium reinforced the new positioning. We opted for a strategy of maximum reach and visibility, combining high-impact actions in outdoor, digital media, social networks, and radio, with a TV spot directed by the Caballero brothers as the central narrative piece.
The new Telecinco, shared in every corner
Execution
- Main TV and digital spot, with a cinematic aesthetic and featuring the channel’s most iconic faces.
- Large-scale outdoor campaign: billboards in key cities such as Seville, Valencia, Málaga, and Alicante; buses and digital screens in Madrid and other provinces.
- Strong presence in 41 shopping centers and 18 provinces, generating 17 million impressions.
- Audio reinforcement on radio, with a spot splitting the voices of Ana Rosa and Joaquín Prat, brought together by a subtle wave effect.
- Social media and digital platforms: phased strategy to amplify the message across Meta, TikTok, YouTube, Instagram, Spotify, and X.
Results
“More than a change —which might sound like a break— I would call it an evolution that looks back at the past, at a trajectory of tremendous success as leaders for many years.”
Consejero delegado
Mediaset España
Key Facts
17 %
of additional impressions in the online campaign
17 M.
of impressions in shopping centers across 18 province
