Campaign details

Brand: TNT
Brand owner: Turner
Lead agency: Initiative
Contributing agency: Rappi
Country: Colombia
Industries: TV channels, services, programmes
Media channels: Mobile & apps, Word of mouth, influencers
Budget: 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 good news was that interest in the Oscars hadn't diminished – we knew this not only because of successful Oscars past but also thanks to the social buzz around the event and highly engaging conversations that were going on online.