TNT: The M-commercast, by Turner & Rappi

Broadcaster TNT focused on the Oscars and created a digital ecosystem in Colombia to regain its position as entertainment leader.

Campaign details

Brand: TNTBrand owner: TurnerLead agency: InitiativeContributing agency: RappiCountry: ColombiaIndustries: TV channels, services, programmesMedia channels: Mobile & apps, Word of mouth, influencersBudget: Up to 500k

Executive summary

Entertainment brand TNT wanted to regain its position as an entertainment leader by increasing the audience for the Oscars in Colombia, one of the world's most popular cultural events.

In recent years, TNT's audience share had declined by up to 11%. We had to start aiming to achieve an increase in viewership of up to 30%. The...

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