THE CHALLENGE
To develop a brand campaign for the network that would appeal to a comedy fanbase, excite its existing audience and attract a newer millennial target.
THE EXPERIENCE
To evolve the current perception of the network beyond its existing fanbase, we created a character that acts as a brand ambassador and gives a fresh identity to the network’s comedy programming. And so, La Carcajada was born.
THE RESULT
Not only did the network reach its highest broadcast ratings in years, online engagement increased significantly, resonating with a younger target.
