T-Mobile wanted to make the most of its TV ad spend to engage Hispanic adults 18 to 49 while driving brand consideration. Other critical goals included improving ad awareness and brand favorability while amplifying its existing TV spot campaign.
Mirriad embedded T-Mobile assets into the most contextually relevant scenes in La Piloto II – a popular Spanish-language crime drama on Univision. Mirriad’s technology successfully delivered T-Mobile’s brand message at scale across 10 episodes with 21 embedded ad units, reinforcing the T-Mobile spot that ran before each episode. The assets were inserted into the most contextually relevant scenes to capture viewer attention.
Brand Awareness 78%Up 10PPT
Brand Consideration 87%Up 12PPT
Brand Favorability 91%Up 12PPT
Liked ad format 88%
Format a natural fit 92%
Source:Kantar Millward Brown Nov 2018 / T-Mobile / 21 ad units