 MEXICO | ADVERTISING |
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| Imaginantes: Imagining New Advertising Frontiers on Broadcast TV |
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The conference given by Televisa's Mauricio Carrandi Lámbarri and Maribel Martínez during the last edition of PromaxBDA proved that resorting to creativity, innovation and social awareness on broadcast TV is possible.
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If there is anything that distinguishes pay TV when it comes to advertising spots and promos is that it gives creative teams more time and space to let their imagination fly. It does not only give advertisers more seconds on the air but also offers them space far away from the chaos of producing a promo or a spot for broadcast TV. In fact, it is quite common to hear about techniques and communication methods that are first tested on pay TV and then used on its broadcast counterpart once they have proven their success.
BROADCASTING CREATIVITY
And that is why the case of Televisa's Imaginantes is so special. As Mauricio Carrandi Lámbarri -general director of image and advertising at Televisa- and Maribel Martínez -creative director of corporate image at the same company- said during their conference at the 2011 edition of the PromaxBDA Latin America, the campaign was created for an audience that was critical of Televisa. Aired on its four broadcast TV channels, Imaginantes was a successful TV branding effort that sought to convert the unconvertible, introducing a new and innovative concept to promote culture among viewers.
"We needed to talk to a different audience, an audience that was different to the regular Televisa viewer, and so we decided to do it not through a campaign -which would have been the easy way out- but with content that would enable us to establish a dialogue and interaction with such audience," Carrandi told ttv after the conference. "In that way, Imaginantes is the typical project that a broadcaster would never get away with."
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A LIFE OF ITS OWN
With three seasons of one-minute episodes focused on animations that lecture the audience on books, the Mexican Bicentenary and the Teletón Foundation, the success of Imaginantes managed to expand the TV initiative beyond its original goal. "From there, secondary schools and upper education centers decided to embrace the project to make it their own and develop educational programs and foster reading, using Imaginantes, as a role model," said Maribel Martínez, creative director of corporate image at Televisa.
Imaginantes thus expanded from TV into schools, getting into radio, internet, apps, games, museums, pavilions, tradeshows, workshops, printed publications, films, meetings and promotions and become probably the most successful advertising campaign of a company that makes 17,000 spots per year.
Martínez also promised that the Imaginantes phenomenon will continue to rule in Mexico's society with a stronger emphasis on education. "I think that seeing it once or having it in social networks is not enough. The content is amazing and has a lot to give, both to schools and the creative work itself," she said. "We also need to think about what we can do with that imagination, in a museum, with a kid, with something interactive; how we can play again with García Márquez, learn with Murakami, cover more authors and find further uses for the short segments."
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Where Everything Grows
