U.S. HISPANIC
mun2 refreshes network image and branding
Maribel Ramos-Weiner| 6 de agosto de 2013
The consumer awareness campaign takes a clever, educational approach to bridging the pronunciation gap through its Maestro spots
mun2 launched an on-air and off-air brand refresh campaign that features new design elements as well as a humorous awareness campaign that focuses on the duality of life and language of its influential audience. Playing off the blend of Spanish and English language and the culture that mun2s viewers embody, the consumer awareness campaign takes a clever, educational approach to bridging the pronunciation gap through its {Maestro;mun2.tv/maestro} spots. The campaign was created by mun2s creative and marketing teams: creative assets led by Ricardo De Montreuil, vice president, creative director, with New York-based agency Gretel led by executive creative director Greg Hahn, and research and marketing assets led by mun2s Alex Alonso, vice president, Brand Marketing.Our mun2 brand refresh reflects the constant evolution of our audience and the humor and style that they embody. Our award-winning creative and marketing teams anchored this campaign in qualitative data from our 2012 consumer study. Throughout the focus groups the message from our viewers, both current and new, was loud and clear: mun2 was them who they are, what they look like, their style, their friends, their language, their vida – it is a network where their two worlds connect, said Diana Mogollón, EVP & general manager, mun2.Over 100 assets were created or refreshed as part of the campaign, including new logo with U8 Bold font framed within a circle, animations, network menus, promos, on-air graphics, tags, and off-air assets including consumer marketing collateral and corporate branding materials.
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