Chevrolet will partner in content with Telemundo’s recently-premiered primetime novela, "El Rostro de Analia." The announcement was made by Jacqueline Hernández, Chief Operating Officer, Telemundo.
"Telemundo offers our partners the unique opportunity to fully integrate in originally developed novela content that will air during broadcast primetime as well as digitally on our website," said Hernández. "For the first time ever in Spanish language TV, we are integrating a brand and product into our opening credits. Every night, five nights a week during primetime, the Chevy Malibu will have a strong presence on Telemundo’s new 9 PM novela, Rostro de Analia."
The network will incorporate a partner into the opening credits of a program, giving Chevrolet prominent placement every night. The concept integration aims to entice consumers to seek additional product information and experience the all-new Malibu through the attributes and features it has to offer, during prominent product placements throughout the course of the telenovela.
The deal is in line with the Concept Integration Model, unveiled by Telemundo at the 2008 Upfront. Leveraging its unique original content model, Telemundo concentrates on a client-focused strategy centered on connecting the advertiser to the consumer through a holistic approach across all platforms and all ages.
"We are thrilled to be a part of this unique opportunity that allows the Malibu to be integrated into the storyline, and truly engage Latino viewers" added Mauricio Becerra, Chevrolet Multicultural Marketing Manager. "It gives us the ability to demonstrate to consumers that the Chevy Malibu is a stylish, high quality vehicle that fits their lifestyle."
"This is a great opportunity for us to utilize our original content to seamlessly showcase the Chevy Malibu and enhance the :30 second unit, which will then highlight the key elements of the Malibu," said Michael Rodriguez, Senior Vice President, Network Sales and Marketing, Telemundo. "These two different ways of showcasing the Malibu to the Hispanic audience makes Telemundo’s marketing platform unique."
Through its organic integration into "El Rostro de Analia," the Chevy Malibu becomes a character unto itself. The vehicle will be closely associated with the "El Rostro de Analia" character Isabel throughout the novela.
Monday’s premiere of "El Rostro de Analia" delivered over 1 million Adults 18-49 (1,017,000) with a 26 share of Spanish-language broadcasting. Analia’s premiere was the #1 premiere at 9pm and #2 premiere regardless of time period in the NTI measurement.