Univision viewers might love the Spanish-language network's content,
but for the most part, they are not aware they can also access it for free on
cable operators' video-on-demand platforms.
A study commissioned by the nation's largest
Spanish-language network showed that more than 50% of Spanish-dominant cable
users had never heard of VOD, and that more than 30% of U.S. Hispanics with
access to it haven't actually used it.
In light of these results, Univision is launching its
first marketing campaign to raise awareness of the VOD platform and the
Univision On Demand product.
A series of bilingual spots, via Coral Gables, Fla.-based agency
Blanco Lorenz, depict Hispanic consumers sharing their secret "passion" for
steamy novelas or their favorite Latino artists.
"Last night I went to bed with Alejandro Fernández," says
a Betty la Fea-looking female actor in one commercial.
"Well, he was with Univision On Demand and that way I can see my favorite acts
when I want to. Tonight, I'm sleeping with Enrique Iglesias."
In an English-language spot,
a male actor confesses: "I have a secret. I love novelas. I need to know who is
cheating with who, who is the father, does she have an evil twin? ... Now, with
Univision on Demand, my secret is safe."
The campaign, first reported by CableFAX Daily, aims at raising awareness of Univision's free VOD
service, which launched in 2009.