The launch campaign for the series Red Eye on AXN is the first project. “For a media agency, which deals with television channels as both partners and suppliers, this represents a very interesting and enriching challenge,” Filipe Teotónio Pereira, general manager of Nova Expressão, tells M&P.
Nova Expressão is the new agency responsible for media planning for the AXN channels, an account that moves from Arena Media. The launch campaign for the series Red Eye on AXN is the first project under the new contract with the media agency.
“We are delighted to welcome Sony Pictures Entertainment’s (SPE) AXN channels to our client portfolio. For a media agency that deals with television channels on a daily basis as both partners and suppliers, developing media strategies for the communication of products within the television entertainment segment now represents a very interesting and enriching challenge. It is even more rewarding given the relevance of the SPE/AXN brand and its openness to innovative and impactful projects,” Filipe Teotónio Pereira, general manager of Nova Expressão, tells M&P.
The media planning for Nova Expressão’s first campaign for AXN involves Medialivre and strategic partnerships between the channel, the advertising agency Judas and the creative consultancy Comon, which was already working with AXN and has been part of the Nova Expressão SGPS holding company since the end of 2024.
This combination of capabilities results in several media strategies across areas such as branded content and outdoor, with highlights including the two spots produced and aired on CMTV, out-of-home panels with special creative work, and a staged activation on a commercial aircraft.
As part of Comon’s activation, North China Air, an airline that exists only within the universe of the series Red Eye, comes to life on social media exclusively for this activation. During the fictional flight, passengers are transported into the world of Red Eye through the recreation of the series’ atmosphere and access to exclusive content.
The series, which premiered on 13 January, follows a seemingly normal flight that turns into an enigmatic and dangerous plot. Dr Mahew Nolan, after being accused of murder, is detained at the airport by DC Hana Li in order to be extradited to Beijing. The flight, however, becomes a deadly battleground, where a global conspiracy is revealed.
