Buick Novela Role Leads To Big Launch

07/11/11 . dterry

Situation
General Motors wanted to raise awareness and drive sales of its vehicles among Hispanic Adults 18-49. Buick had never targeted Hispanics before; this was their first venture into primetime integrations and Spanish Language creative.

Opportunity
Buick wanted a way to bring the brand’s “Luxurious and Affordable” positioning to life. So Univision created organic, on-air integrations in “Eva Luna” that supported the brand positioning and extended the messaging with exclusive online content and a complementary mobile component.

Solution
Univision’s developed integrations that made the Buick Regal integral to the “Eva Luna” storyline.  The “Eva Luna” story arc include Buick vehicles in a number of pivotal scenes.  The show’s female lead, Eva, works for an advertising agency. When she wins the Buick Regal account for her firm, the ad created by her team became the first original Spanish-language commercial for the vehicle, and ran on a regular media schedule across our Univision, UniMás and Galavisión networks.

To extend the integration online, Univision created online and mobile components including “Momentos de la Semana” (Moments of the Week), which highlighted the week’s most important moments, including the Buick integrations. Fans could watch scenes, comment, share and participate in polls.  The “Agency Insider” video blogs featured a character from the novela talking about the power struggles on the Buick account and a sweepstakes invited fans to create a Buick Regal poster for a chance to win dinner with a cast mate.

Results
“Eva Luna” became one of the most-watched novelas in U.S. TV history– an average of 6.7 million viewers watched the series finale –and the Buick “Commercial Design and Shoot” episode proved especially popular.  On the day this episode aired, Univision was the #1 network among Adults 18-49 and “Eva Luna” the #1 program.

The “Eva Luna” interactive content drove traffic to Univision’s “Novelas y Series” Special Section to new highs.  In March 2011, Novelas & Series posted a record 12.4 million pages on 997K visits.  Throughout “Eva Luna’s” run, Novelas & Series averaged 10 million pages on an average of 1.0M visits – these numbers were up +45% and +32% from the average of the six previous months.  “Eva Luna” was also the #1 category on mobile during the novela’s run, with over 1.5M total streams.

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