FOX Hispanic Media - Upfront Roadshow

Story

FOX Hispanic Media (FHM) tasked Havas Street with planning and executing its 2015 upfront for key media buyers. Stepping away from the traditional upfront, Havas Street kicked off the FOX Hispanic Media Experiential Roadshow in early April. The event series traveled to Miami, Chicago, Los Angeles and New York, with just a week or two between events.

Havas Street transformed raw spaces into fully branded venues with specific furniture and décor that represented FHM’s four media brands—FOX Deportes, MundoFOX, Nat Geo Mundo, and FOX Life.

Tactics

  • Increase FOX Hispanic Media’s ad dollar market share by conveying a position of success and cutting-edge strategy on behalf of advertisers
  • Communicate each FHM brand’s core values to the media community in an exciting and engaging way
  • Beat competitors to the punch by being first in the upfront cycle
  • Create buzz among ad agencies by doing something different that enhances FOX’s history of irreverence

Results

  • Guests enjoyed signature cocktails and appetizers themed to each network and learned about FOX Hispanic Media via an informative presentation
  • Attendees physically experienced each brand through interactive activities, such as filming a sports segment for Central FOX, participating in Mundo FOX’s 100 Latino Dijeron game show, creating custom drinks at the FoxLife mojito bar, and testing their mind at the Nat Geo Mundo Illusions Gallery
  • Across all events, the Nat Geo Mundo Illusions Gallery had 247 uploaded photos, resulting in 3,316 media hits and 5,908 Facebook impressions
  • Based upon a post-event survey, we determined:
    • 92 percent of guests agreed that doing the experiential roadshow was a good idea
    • 88 percent of attendees stated they would be more likely to purchase ad space after attending the event
    • 89 percent preferred the experiential experience to a traditional upfront

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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