In an exclusive interview with Diego Luis, marketing director of Warner Bros Discovery Mexico, the keys behind the successful launch of Max are revealed, the platform that has revolutionized entertainment in Latin America and the Caribbean since its launch in February 2021.
Max began its adventure in Latin America and the Caribbean with an ambitious simultaneous launch in 39 countries, betting on a strategy that stood out for its cultural relevance and authentic connection with the local audience. “The Latino is very vocal,” Luis points out, underscoring the importance of genuinely resonating with his passions and preferences. The “Much More to See” campaign not only announced the expansion of the catalog to more than 37 thousand hours of content, but also promised a deeper and more personalized entertainment experience. According to Luis, the true value of Max lies in how the content accompanies and integrates into the lives of users, transforming simple viewing into a vital experience.
Differentiation was an essential pillar in the launch strategy, for which Max had the collaboration of three creative agencies: BeenToBe_Brand Builders and Anita&Vega. Each one contributed crucial elements to the development of the campaign, from conceptualization to production, through activation and execution in different media. This multifaceted collaboration allowed Max to establish an authentic dialogue with his audience, standing out in a highly competitive market.
Innovation and Commitment to Families
One of the highlights of Max is its inclusive approach, offering content that appeals to all ages and tastes, including a robust children’s catalogue. The integration of brands loved by the Latin American public, such as Discovery Kids and Cartoon Network, has strengthened Max’s position as a preferred family platform. The kids-specific campaign, launched shortly after the main debut, reflected a deep understanding of how little ones interact with digital content, ensuring a safe and enriching space for entertainment and learning.
Diego Luis concludes by reiterating Max’s promise to “be much more than a streaming platform: a window to a world of diversified and deep content, designed to resonate with every emotion and every moment. “Max’s “Mucho Más Que Ver” strategy promises to transform the way Latin America experiences entertainment, marking a before and after in the industry.”
