Authentic, determined, spontaneous: This is Luna. Her new show Soy Luna, a teen telenovela directed by Jorge Nisco and Martín Sabán, premieres March 14 on the Disney Channel throughout Latin America, where it will air Monday through Friday.

Disney Channel, part of The Walt Disney Company Latin America, focuses on children ages 6 to 12 and their families and reaches more than 65 million homes in 19 countries across the region via cable or satellite.

Always on wheels and bubbling with personality, Soy Luna’s creative campaign shows the strengths of its giggly leading lady, played by Karol Sevilla.

“Luna’s personality relates mostly to who our target audience is. She’s a curious girl, who is finding her way, and nothing can stop her; she is also impulsive, which makes her appear fresh and real. The campaign pieces reflect this attitude,” says Nora Tela, vice president, Marketing Girls & Boys, The Walt Disney Company Latin America.

The action strategy is mainly based on four statements: “I’m free,” “It’s me,” “I’m Luna,” for the on-air pieces and “this is who I am” for the off-air pieces. These are phrases which, according to Tela, “best describe Luna’s personality.”

Disney’s creative teams in Latin America and Europe worked together on the campaign to “find the right tone, structure and personality,” says Renata Rodrigues, director of on-air promos and interstitials at Disney Channels Latin America.

The program’s promotion started last June, with the announcement of the production kick-off via Disney Channel’s social networks on Facebook, Twitter and Instagram, where Ruggero Pasquarelli, who also stars, helped spread the message.

As part of this pre-launch campaign, the team shot a teaser trailer in Cancún, México. The stunning aerial shots taken by a Drone Inspire — with 4k camera and full 360° rotation — seem to be the wings that let Luna’s spirit fly.

“The creative objective was to show a day in the life of Luna, in her hometown, getting to know her personality and experiencing the freedom of living life on wheels,” says Rodrigues.

A group of Disney producers worked to create a piece “of a very distinctive visual identity and with realism that stresses the main character’s authenticity and uniqueness,” Rodrigues adds.

Another special trailer, “Exclusive Advance” was set in Buenos Aires, where the character and her family moves. Together with the teaser, the trailer was shared across the channel’s platforms including TV, social networks and web sites.

Starting in January, music videos and other promos were launched to reveal the plot. The pieces, short and spontaneous, reflect Luna’s freshness, fun and youth. They also feel influenced by social media, full of split screens and selfies.

The campaign concept also includes graphic pieces, featuring Luna’s favorite — roller skates — as well as graffiti, headphones and other urban art elements that help tell Luna’s story.

Starting this month, Soy Luna is kicking off a talent tour of Argentina, Mexico, Brazil, Chile and Colombia, with other events taking place in digital media and off-air.

The role of social media has been key in a campaign targeting a teenage audience. In the first phase, under the hashtag #SoyLuna, all the content related to real life and real time was shared, and led to the plot in a second stage.

“We focused on interactivity and on the need to be informed about what is going on in real time, the fear of missing out,” says Tela. “We know that audiences today are well-informed and that the unilateral message no longer exists,” she adds.

This is why the show is creating content for every social network, placing inspiring pieces on Instagram, show information on Facebook and real-time news on Twitter.

Celebrities from the show are also acting as influencers, offering greetings, celebrations and exclusive behind-the-scenes coverage.

Rodrigues says Disney Channel reconsidered what its audience takes for granted when thinking about the network.

“It was very important to find a language that would distinguish Soy Luna from other productions, while capturing the regional atmospheres,” Rodrigues says.

In turn, Tela says the soap opera has the advantage of a great precedent, Violetta, whose launch “was more than a success, it was a sensation. Without a doubt, we have learned a great deal about viewers’ interests, and today I am convinced that we are capitalizing on it,” she says.

“After seeing the positive impact this story has had on social media, we have high hopes for the premiere and we are glad to continue offering high-quality stories,” says Cecilia Mendonça, vice president and general manager at Disney Channels Latin America, The Walt Disney Company.

With a campaign comprising more than 150 on-air and digital promotional pieces, Soy Luna hopes to become Latin America’s new pre-teen sensation.

To read this story in Spanish, go here.

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