Space: Monzón – Idol. Champion. Murderer.

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

Campaign details

Brand: SpaceBrand owner: TurnerLead agency: InitiativeContributing agencies: Reprise Digital, CadreonCountry: ArgentinaIndustries: TV channels, services, programmesMedia channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive summary

Launching a TV series about Carlos Monzón presented several challenges: a television industry that is not booming, aggressive multiplatform competition for on-demand content and a complex character to tell a story about.

Who is Carlos Monzón? An Argentinian multi-world-champion boxer boasting 14 undefeated fights in the 1970s, a member of the jet set and an actor,...

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