PRIME TIME 0.7
Brand
FRECUENCIA LATINA
Entrant Agency
FAHRENHEIT DDB
Category
Media
Award
Silver
Festival & Year
Cannes Lions (2026)
Case Study Details
FICHA TÉCNICA
Anunciante: Latina
Agencia: Fahrenheit DDB Perú
Founding partner: Alberto Goachet
Founding partner: Ricardo Chadwick
CCO: Sergio Franco Tosso
General manager: Luis Eduardo Garván
General manager of brands: Andrea Gomero
Brand director: Sandra Alfaro
General creative directors: Yoshi Ishikawa, Mauricio Loredo
Producer: Giselle Navarro
Campaña: Prime Time 0.7%
Presentation Board
ti - PRs
WE IMPERCEPTIBLY ACCELERATED TV PROGRAMMING TO CREATE AIRTIME THAT DIDN'T EXIST.
srlessleyiatin rg dhe ria Generated
riety
more airtume
thanaleading
brand in Peru
television Brands invest milions to secure access
to if, making it the main revenue source that
sustains the TV business.
oo
wy) 2
Ml
a /
‘That's why NGOs are typically confinedto donated
airtime outside prime time, where fragmented |
aucienceslimit effectiveness.
Brandt: Latina TV Network has supported the
Peruvian Cancer Foundation for decades: by
donating airtime — but these plcements have
become less effective over time.
. 80%
Impact vs previous
hh campaign
afecng he TVbusiress?
ae
lone rnnarea 8 Oomiereee pov By Eee
‘accelerating a 2n 26min primetime block by 7% y 0.7% Spee
imperceptible to the human eye andear—it Normal Speed v Qeligcehisiciiiiige: PE sreesazet’ e of
generated one ackdtional minute of airtime at the | f iB | De
rmomertf highest tier tion each Prime Time Content [ 2h 29 m] ] Ads : | Prime Time Content [2h 28m] ] hoy | Ads ] lonations
;
i
This unlocked enough space to air two daily
fundraising spots in prime time throughout the ¢ minute of doniatediairtiine chs
campaign period —enabiingrea tie donations
fot Fliideaisitig
26 16%Ind
SUSTAINABLE. SCALABLE “An effortless idea, a massive impact.” i @ “A social initiative WHEN IT COMES TO HELPING,
A NEW WAY TO MAKE ie with commercial sustainability.” THERE'S ALWAYS A WAY TO
MEDIA ACCESSIBLE Forbes latina Perti21 MAKE SPACE.
TV NETWORK
