A large advertising canvas has been displayed in Madrid’s Plaza de Pedro Zerolo and emulating the visual identities of Netflix, Prime Video, HBO Max or Disney+, it announces: “This is a message from Atresmedia Televisión for all those who assured that they would never broadcast advertising: Welcome to TV!” It is the welcome of a veteran group in television with more than 30 years of experience behind them. And they add: “We have been making brands and content coexist for more than thirty years. And that has made us the leading television in our country. We believe that competition makes us better. So, if you have any questions or need any advice, you can write to comollegara20millonesdepersonascadadia@atresmediatv.com”.
And it is that the recent new advertising-supported subscription plans launched on streaming platforms further reduce the differences with traditional television. And that idea is what forms the backbone of this new Atresmedia Televisión campaign, launched on the occasion of the celebration on November 21, world television day.
Francisco Vaquero, Director of Corporate Marketing at Atresmedia, explains that the idea arises from admiration and respect for competing agents. “Our objective is to celebrate World Television Day, a date towards which we feel responsibility as a leading television company. We are committed to this medium, because we love it, and therefore we want to welcome all those who are doing TV. We are happy to help them.”
And there is much more than a wink of humor. The objective of the campaign is to vindicate the medium. “Our intention is not to provoke, because that is not the style of Atresmedia. Television should be fun and not confrontation”, explains Vaquero, emphasizing that the message is focused on welcoming television to all of society. “It is a communication that uses friendly codes, such as those that have been shown precisely by these operators and platforms . It’s made to showcase the television we all love,” he adds.
True to that style, Atresmedia reinforces the personality of its brands with this campaignbetting on entertainment and fresh language, greeting all those who are now discovering television and enduring in its mission as a communication group. “As television, we have to unite. Being social glue is in our DNA, and it can be seen on our networks and programs,” says Vaquero. A campaign with which to continue connecting with viewers and reinforcing emotional ties, with close and current communication that responds to what the audience demands.
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