Univision: El Dragón

Univision, a Spanish-language TV network in the USA, released a new telenovela El Dragón, which mixed Mexican and Japanese culture in a thriller crime drama, and launched a gamified ad campaign to target a new audience.

Campaign details

Brand: El DragónAgency: Gameloft for brands

Strategy

Objective

For their newest telenovela, Univision leveled up the action and mixed both Mexican and Japanese cultures into a thriller crime drama. The story of El Dragón is unlike the typical telenovela and therefore required a unique approach to drive awareness among the target audience.

As the leading Hispanic media company in the US, Univision boasts a strong Hispanic viewership who are highly aware of telenovelas, but typically associate them with romantic stories, geared towards women. This challenge meant showcasing El Dragón in new ways to reach an...

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