mun2 has unveiled its multi-platform light switch campaign. The on-air, off-air and online initiative offers an innovative visual execution of the recent mun2 branding campaign which introduced the network’s tagline “you’re on.”
“Project Light Switch is the next phase of our brand roll-out which we initiated last year,” said Alex Alonso, VP Marketing for mun2. “As the mun2 brand, our vision is to reflect the uniquely American experience of our viewers. Project Light Switch is a byproduct of that vision. It serves as an extension of our tagline – “you’re on” – which impacts a bold statement about the growing and influential 18-34 year old bicultural segment of the US. The light switch affords us another element of engagement with our viewer, in which we showcase them organically within our brand and our content.”
A joint project between the network’s Creative and Marketing team, and spearheaded by Troika Design Group, the visual campaign includes an animated logo design that serves to further emphasize the metaphor for its audience’s bicultural identity: Latino and American, the best of both worlds. The logo animation also plays off the words of what the network represents as a brand and broadens the name to a wider audience by bumping off “mun-dos” to create mun2.
mun2’s promo spots will incorporate “you’re on” in fun, smart ways, highlighting expressions such as, “you’re real,” “you’re fierce” and “you’re sexy.” The promo system will feature a modern, clean, edgy graphic style that showcases the network’s young, Latino audience.
The new primetime look of the channel will be inspired by contemporary night life, incorporating bold colors with black and white imagery, while weekend blocks will showcase brighter, more colorful outdoor imagery.
The network’s digital platform, holamun2.com will incorporate images of its audience to surround all online content, serving to reinforce the brand messaging of the viewer being on mun2.