NEW YORK Youth network mun2 has been undergoing growing pains since launching in 2001, but the NBC Universal-owned music channel is ready to make a bigger splash with its two-month-old rebranded Web site, which can be accessed at holamun2.com or hellomun2.com.
The cable network has enlisted Miami-based agency la comunidad to help spread the word with a new campaign starting in January, which will consist of on-air spots, print, out-of-home, online and guerilla-type grass-roots creative elements.
The mostly English-language spots will more than likely run on all NBC Universal channels, including NBC, Sci-Fi, Telemundo, USA, Bravo and, of course, mun2.
Ricardo de Montreuil, creative director of on-air and off-air promotions at mun2, called the agency "irreverent and edgy." That approach, he said, should help the network and site draw Latino youth away from MTV Tr3s, and offer a more targeted social networking alternative to MySpace.com.
"One of the first spots will be showing mun2's personality," de Montreuil said. "It speaks directly to our audience. We can make fun of ourselves; we don't have to ask for permission."
Ricky Vior, creative director at la comunidad, said the process is well under way for the mun2 campaign. After working with MTV in Mexico and Latin America, as well as other channels, Vior said la comunidad understands the elements needed to tap the bicultural Latin youth market.
Vior called the work a "new brand and totally different, with a new generation of kids." He also promises that the work will be irreverent, "an ideal match to have a client like mun2 [that is] daring to push the envelope." He specifically points to using Aaron Ruell, a still photographer for cult comedy Napoleon Dynamite, to direct the spots.
The mun2 network taps a younger audience, mainly 15 to 25. The channel also reported this week a 75 percent increase in prime-time viewing compared to one year ago, delivering the most-watched quarter in network history, according to data from Nielsen's National Hispanic Television Index.