Univision doing “Mas” & Rebrands Telefutura

As I was checking my Twitter feed earlier today I came across a tweet from Univision Insights that said:

Univision transforms Telefutura into #UniMás, delivering programming from the top S-L content producers in the world >> uni.vi/fMbRz

— Univision Insights (@hispanic411) December 3, 2012

I was surprised a bit to see that Univision Communications Inc., announced today the launch of the UniMás Network, the newly transformed TeleFutura. According to their press release the newly rebranded network will  “provide an alternative  bold content from the top Spanish-language producers in the world, including Caracol Televisión, RTI Colombia, and Televisa to solidify its position as the fastest growing broadcast network in the country, regardless of language.”

UniMas – The rebranded Telefutura

What I really like about the change is that  they are paying a closer attention to an untapped Hispanic youth market. “UniMás will offer the new generation of Hispanic Millennial trendsetters – the Más Generation – options for bolder content,” said Cesar Conde, president, Univision Networks. “We recognize the opportunity for offering an alternative to our audiences while maintaining our commitment to only delivering the best programming available. That is why we are making a significant investment in the new brand, with new content offerings and considerable off-network marketing efforts. We will deliver more of the best available Spanish-language programming, more series, more sports, and more movies that speak to what our audience is looking for.”

The new logo and brand identity were created in collaboration with branding agency Troika and expand on the launch of the new Univision brand logo earlier this year. As part of the campaign to announce the launch, a series of off-network marketing efforts were implemented including: 30 spots, digital ads, print ads and outdoor advertising in New York City, Los Angeles and Miami.

The transformation to UniMás is part of Univision’s expansion and investment efforts in 2012 that included the launch of four new networks — Univision Deportes, Univision tlnovelas, FORO TV, and UVideos, the Company’s digital video network — as well as new brand identities for its leading networks. Earlier this year, Univision unveiled a new brand logo signifying the Company’s growth, transformation and celebrating its culture of innovation over its 50-year history. It also presented a brand new logo for the Galavisión Network, featuring a bold look and feel that celebrates the network’s 33rd anniversary on the air and more closely aligning it with the Univision brand. Additionally in 2012, Univision announced a new joint venture with ABC News for a new cable network and also launched Univision America, the Company’s AM radio network.

In the current 2012/2013 Season, TeleFutura is outpacing all other broadcast networks in percentage growth during broadcast prime among Total Viewers 2+ (+46%), Adults 18-49 (+36%), Adults 18-34 (+43%) and Persons 12-34 (+43%).  TeleFutura is currently the #2 Spanish-language network, behind Univision, during Early Morning (M-F 6am-9am), Daytime (M-F 9am-4pm), Late Fringe (M-Su 11pm-2am) and Weekend Daytime (7am-7pm) with Adults 18-34 and Persons 12-34.  Among the most coveted demographic group, Adults 18-49, TeleFutura is the #2 Spanish-language network in M-F Daytime and Weekend Day.  Since the start of the new season, TeleFutura has out-performed Telemundo on Sunday night among Adults 18-49 and is currently holding a 25% advantage in this key demographic group.

UniMás will be unveiled on-air January 7, 2013.

What are your thoughts of the rebrand? Are they headed in the right direction?

Kia Motors,The Benefits of Strategic Partnerships

[Post written by me for BRANDInsider.tv]

Automotive brands complete to create a brand image that’s larger just than the automotive market. While it’s common to see brand messages from several automotive companies at sporting events, Kia Motors has set themselves apart from the others. Kia’s brand strategy has been to develop strategic partnerships with sporting organizations in order to gain visibility and attract mass audiences at major sporting events. By covering many sports, including Soccer to Action Sports, Kia has both established a relationship with their target markets, and strengthened their brand presence worldwide.

Soccer

Courtesy: FIFA

Kia Motors’  most notable sports partnership was established while the brand was a subsidiary of  Hyundai Motor Company. Both brands created a partnership with the Federation of International Football Association [FIFA] when Korea and Japan hosted the 2002 World Cup. Kia and Hyundai offered significant logistical support for the various FIFA competitions by providing the fleets of official vehicles on-site.  Since then, both automakers have  acquired a contract with FIFA for all competitions until 2022.

Kia has continued building relationships within the FIFA and most recently it was announced that  Kia Motors is a Gold Sponsor of Copa America 2011, the  oldest soccer championship tournament in the world. This competition is equivalent to the UEFA European Football Championship.

Basketball

Kia’s second power-partnership us “Executive Automotive Partner’ with the National Basketball Association (NBA). Kia’s brand presence in the NBA began in 2008 with on court partnerships and now includes four of the NBA’s most prestigious year-end honors including the “Most Valuable Player Award”, “Defensive Player of the Year”, “Sixth Man Award”, and “Most Improved Player”, into a single series called “The NBA Performance Awards Presented by Kia.” You should note that Kia currently sponsors 13 of the 30 NBA teams including big metropolitan areas like Los Angeles [Clippers], Miami [Heat], Boston [Celtics], and New York [Knicks].

The video below shows how the partnership has evolved with this year’s All Star Dunk Contest. LA Clippers Blake Griffin attempts to jump over the new 2011 Kia Optima.

Tennis

In the world of tennis, Kia sought opportunity in increasing awareness of their brand and partnered up with the Australian Open, the first of the four annual Grand Slam tennis tournaments. The partnership began in 2002 as Kia wanted to change their brand perception into a sporty brand, designed to appeal to younger drivers with an emphasis on excitement and versatility. During the Open, Kia helps facilitate the transportation for the tennis players, officials, and VIP’s. What makes this partnership authentic is that they make a lot of effort engaging with their fans that attend the Open. They hold two major evets for the attendees, the Kia Amateur Tennis Open, and the Kia Fan of the Day. By having these events they help engage with their bring fans. In 2006 Kia selected Rafael Nadal [current #1 Tennis Player in the world, ATP] as their brand ambassador.

Golf

Kia also markets golf enthusiasts  by being sponsors in the Ladies PGA and hosting an annual tournament in the City of Industry, CA for the first time in the Los Angeles area in six years. Their expansion to the Golf industry was lead by professional golf player Michelle Wie as the Kia  Golf  Brand Ambassador and spokesperson for the brand.

Action Sports

Courtesy: Kia Motors Facebook

Kia has gone to great lengths to engage with a younger demographic using partnerships in the action sports industry. In Asia they are the major sponsor and partners to the XGames Asia and engage with their fans during the event. Here in the States, they have partnered up with the Vans Warped Tour and used their Kia Soul vehicle as their official vehicle to the tour. Kia has also launched a motor-sports division that has showcased their high performance vehicles.

Kia has demonstrated its capabilities and engage with their customers on a one on one basis without directly selling to them. By having these partnerships with top sports industries they continue to make a statement towards becoming an industry leader.