yuTUBERS is a new hybrid format (digital-radio-social & television) in the Spanish audiovisual offer, so there is no regulatory framework clearly applicable. The current regulatory framework of the LGCA (Audiovisual Communication General Law) basically appeals to TV formats, so the restrictions apply to traditional advertising and sponsorship formulas, mainly during the advertising times and broadcasting slots.

By now, these limitations benefit to more flexible formulas like branded entertainment, where there are no time restrictions and where the action goal is finding a natural space for the brand in a content that add value to the users in addition to entertain them.

We created the first youtubers program to make the leap into television; the first TV show made by those who don’t watch TV; the first YouTube Late Night show seen on the radio; a project by a brand recommended by those who laugh at brands.

yuTUBER:

32 TV shows in Comedy Central produced with the help of Viacom.

More than 200 program in “40 Principales” a Spanish leading radio station. A one-hour program with the ability to laugh at itself, where everything that happens at the studio goes on the Internet.

And a lot of Youtube videos, memes, tweets...

The TV program has become the leading show in Comedy Central channel.

More than 300.000 young people watching TV, show after show.

We have created a leading radio program with the largest audience in its time slot.

A real content platform for young people with more than 400.000 people interacting with the brand everyday.

More than 20 million YouTube views making Vodafone YU the second most important Youtube channel brand and the first branded content platform in Spain.

2 promotional campaigns on both, Comedy Central and "40 Principales" communication platforms.

And all this, without spending a penny in advertising.

But what is more important:

Vodafone YU has made its sales target by 28%, with more than 1 million new members in one year.

The Brand has obtained an NPS of +28 points increasing in 5 times the target NPS for the year and surpassing the rest of the brands of market.