The premiere of the series “Red Eyes” on AXN in Portugal was supported by a high-impact integrated communication campaign led by Nova Expressão. Winning the AXN/Sony Pictures Entertainment account allowed the agency to explore a diverse range of innovative initiatives, in which Creative Media played a central role.
According to information provided by the agency, the launch strategy involved rigorous planning, with the careful selection of media partners such as Medialivre and strategic partnerships with advertising agency Judas and creative consultancy Comon.
For the campaign, the strategy focused on distinctive and creative formats, including branded content and outdoor activations. Among the most innovative initiatives were two exclusive spots produced and broadcast on CMTV, the use of out-of-home panels with interactive elements and a surprising activation staged aboard a commercial aircraft, providing the audience with an immersive experience.
