On May 17, as guests waited in line to enter the New York's Museum
of Natural History for Telemundo's upfront presentation a huge truck featuring
the logo of a Hispanic TV channel was parked right outside, in front of
hundreds of people.
The logo was not Telemundo's, nor that of youth-targeted
cable sibling mun2, but that of nuvoTV. That network, currently known as Si TV,
will relaunch on July 4 with the new nuvoTV name and a new personality.
The truck stunt was recreated two days later, right outside
the New Amsterdam Theater, where two nuvoTV-branded trucks were parked outside
of Univision's midday upfront.
"We hijacked the Univision and Telemundo upfronts as a way
to get attention for our network," nuvoTV senior vice president of marketing
Rafael "Rafe" Oller said. "And we succeeded."
The stunt included a team of nuvoTV-hired people placing
decals on the sidewalks.
The upfront stunt was part of a broader marketing campaign
launched by the Los Angeles-based network to back its rebranding effort. Si TV
decided to change its name to better reflect the demographic it serves:
American bicultural Latinos aged 18-49.
Other efforts included in-agency events, and an invitation
to hop in yet another truck at the Cable Show in Chicago earlier this month.
To build momentum around its rebranding, nuvoTV has launched
a campaign to pitch Operation: Osmin,
a reality series featuring Osmin Hernandez, who has come to be known as "the
world's most psychotic trainer." The series, in which Hernandez takes 10
participants to extremes to get into shape, kicks off July 4 at 9 PM ET/PT.
Verizon Wireless will be integrated into the show.
In addition to a marketing campaign, nuvoTV this month made
two key hires, adding Randall Lewis (a former senior counsel at Disney/ABC
Television Group) as VP of business and legal affairs; and Steven Ward (a
former Fox Network Group executive) as executive director of digital media.