“This is Only the Beginning” – Telemundo’s New Marketing Campaign for Russia 2017
What: Telemundo launches its marketing campaign for the FIFA Confederations Cup.
Why it matters: Because both the video and the message have been targeted to Hispanic fans in the United States, while keeping in mind soccer’s immense bicultural audience. In addition, Telemundo is also gearing up for the great world sporting event known as the 2018 FIFA World Cup Russia.
Telemundo Deportes has launched its first marketing campaign for the Confederations Cup Russia 2017 and the 2018 FIFA World Cup, produced in association with Anomaly.
"Sólo el comienzo" (This is Only the Beginning), debuted on NBC Universal and Telemundo Enterprises platforms, as both Telemundo and Universo gear up for their exclusive Spanish-language coverage of the 2017 FIFA Confederations Cup, June 17-July 2.
The first spot addresses the moments of anticipation experienced before a big game, while building on the message that the network’s coverage of the Confederations Cup is just the beginning; it is a message that also tells viewers that something big is coming and will be found only on Telemundo.
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The goal of the campaign is to reach Latino soccer fans, while at the same time appealing to a broader audience, and maintaining the passion and culture that soccer universally gives its fans.
It also incorporates those moments of anticipation with the lyrics of rock band Metallica’s classic song, "Nothing else Matters", interpreted by the Scala & Kolacny Brothers’ chorus. The lyrics, tone, and cadence add to the drama and tension as the 2018 FIFA World Cup Russia approaches.
"The U.S. Hispanic audience is young and more assimilated to the country’s culture, but feels equally American and Latino. However, their passion for soccer remains pure, and represents a way to honor where they come from and where they are going," said Bill Bergofin, Senior Vice-President of Brand and Content Development for Telemundo Deportes.
Our goal is to communicate that Telemundo is also evolving, and we are committed to offering the most exciting and authentic coverage of the Confederations Cup and World Cup that has ever been seen in the United States.
"We are incredibly proud of this work. It is further proof of Anomaly's commitment to redefining Hispanic marketing. Our goal is to revolutionize the industry. This is a big step forward that we take with a partner who shares similar values," said Giovanni Villamar, Managing Director at Anomaly.
The campaign consists of a 60-second TV spot, two 30-second spots, plus 15-second commercials.
The spots began broadcasting on Sunday, May 21, during Telemundo Deportes’ broadcast of Premier League "Championship Sunday", and aired on the entire NBC Universal network family, including NBC, Telemundo, Universo, CNBC, E!, ESQTV, MSNBC, NBCSN, OSYGN, SYFY, and USA.
After this initial release, the spots will continue to appear on TV, digital and social channels over the next eight weeks, on NBC Universal and other off-channel platforms.