Prime Time is the most expensive slot on television. The main source of revenue for broadcasters. But what happens when an NGO needs to deliver its message on TV? It usually only gets airtime late at night or during low-audience hours.

Latina is one of the most important TV networks in Peru and has built its reputation on supporting others. Every year, it supports the Peruvian Cancer Foundation by donating airtime to promote its fundraising campaign. The problem is that Prime Time is already booked by the country’s biggest brands.

Latina had to make a change.

So the broadcaster intervened in its own content aired during Prime Time, accelerating it by 0.7% – an adjustment imperceptible to the human eye and ear. A program that originally ran 45 minutes with 15 minutes of advertising was reduced to 44 minutes, freeing up a minute that didn’t exist before.

That minute allowed the network to air two 30-second spots for several weeks, in the most valuable slot on television. Fahrenheit DDB Perú’s idea allowed to Latina to create free minutes to donate to a fundraising campaign with no media budget, that truly needed to be in Prime Time.

Credits:

Agency: Fahrenheit DDB Perú
Founding Partners: Alberto Goachet & Ricardo Chadwick
CCO: Sergio Franco Tosso
General Manager: Luis Eduardo Garván
General Manager of Brands: Andrea Gomero 
Brand Director: Sandra Alfaro
Executive Creative Directors: Yoshi Ishikawa & Mauricio Loredo
Producer: Giselle Navarro