Marlboro TV (Neuland), conceived by Javier Gutierrez, marked a paradigm shift in digital marketing for Marlboro in 2014. As the Global Digital Director, I recognized the challenges posed by the brand's fragmented and inefficient digital presence. Each market was producing short-lived content for online product launches or local promotions, largely focused on direct advertising which did little to engage or inspire the audience.

In response to this, Marlboro TV was created as a comprehensive digital platform. The goal was to move away from fragmented branding and inefficient content production to establish a global 'plug and play' platform filled with rich lifestyle content. This content was carefully curated not just to advertise but to inspire and deeply connect with our target audience, communicating the brand's values and taking ownership of relevant brand territories.

The development of Marlboro TV was a massive undertaking. It required significant efforts in infrastructure to create a multi-language, content-on-demand platform. On the content side, it involved managing the creative process across multiple agencies and coordinating with local marketing teams for the development of local content programs.

Marlboro TV transcended the traditional concept of a content platform. It was a multi-channel toolbox, incorporating digital 1-to-1 tools and strategies, as well as offline programs that brought the content to life, generating deeper engagement. This approach allowed Marlboro to explore new territories in adventure, art, music, design, and more, capitalizing on areas relevant to the audience.

One of the biggest challenges of Marlboro TV was the production of hours of digital content. This included creative briefings, procurement processes, full reviews of scripts with Legal and Corporate Affairs, supervision of shootings at various global locations, and adaptation to multiple languages and markets. The challenge was to communicate the brand's values in a context where the brand and product were not the hero but the enabler.

Through Marlboro TV, we perfected the art of storytelling, focusing on the journeys of extraordinary individuals who embodied the brand's values. The platform became a testament to the power of innovative digital marketing, demonstrating how a brand can effectively engage and inspire its audience beyond traditional advertising paradigms.

YEAR: 2014 - current

MARKET: Global

BRAND: Marlboro

AGENCY: Vice, Leo Burnett, Liquid Works, Emakina