Mónica Lañas, Commercial Director at Del Barrio Producciones: We are learning how to approach the commercial part of films
Del Barrio Producciones is the first Peruvian production company to implement product placement in its works, and over almost two decades it has developed alternatives to incorporate brands in the art of its telenovelas. Thus, Del Barrio has earned a place in the annual advertising budget reserve for the media.
“Eighteen years ago, customers were unfamiliar with product placement. Michelle and I did a great job; we visited agencies and clients telling stories before they aired and also educating them because you cannot insert placement in any way, we have to take care of the telenovela,” commented Mónica Lañas, Commercial Director of the producer, who after working in commercial departments of radio and television stations joined Del Barrio who inaugurated the area.
Procter & Gamble, Samsung, Claro, Gloria, Plaza Vea, and San Fernando are some brands that have been side by side with Del Barrio’s telenovelas, several for 15 years.
PLACEMENT AND CAPSULES
The production company markets the artistic part of its works, while América Televisión (the screen of its novels) sells the advertising portion. However, both companies work together because the client buys both for placement and batches.
When Del Barrio’s telenovelas began to travel, product placement activations were limited because the advertised products were not in all international markets.
Thus, the placement continued to have a presence but without activations, and the first five-second-long capsules were born. “They began as a screenshot with our actors playing the character, plus the product, plus the brand logo and music. It was attached to the artistic and before the traditional commercial batch,” explained Lañas.
These capsules evolved to 15 seconds with the actors playing the characters, but in the same locations as the telenovela. In this case, the client sends a brief with which Del Barrio works on a script that, after the advertiser’s approval, proceeds to produce it. It is practically a commercial and is also located next to the artistic and before starting the batch.
“It is constant learning. I work a lot with Michelle and the scriptwriters because you have to know the story and locations. Some locations are promising, such as a dance academy, a hair salon, or a kitchen. There is always a housewife, a mother who cooks deliciously and ensures her children are clean and well-fed. And that is where we are locating the brands. Telecommunications and mass products always fit together very well,” explained Lañas.
SOCIAL MEDIA
Del Barrio’s telenovelas have relevant attributes as an advertising medium. From a quantitative point of view, they gather between 1.0 and 1.2 million daily viewers, and regarding quality, they have familiar and beloved characters to recommend products to the public.
The production firm has networks that amplify its melodramas and characters: IG, TikTok, Facebook, and a YouTube channel.
Social networks are a medium for communicating everything related to telenovelas. The social media team also goes to the set to create special content and even produces behind-the-scenes content for brands.
The YouTube channel will soon launch new programming.
THE NEXT STEP, MOVIES AND SERIES
Three years ago, Del Barrio Producciones began an internationalization process aiming to produce films and series for the global market. This year, they will start producing a film that will likely premiere in theaters in 2025.
“With Michelle and Hugo (Coya), we are looking at the commercial issue. First, we need the script broken down to know the locations and work on it. We are learning how to approach the commercial part of films. I love being in Del Barrio because it is a constant learning process,” concluded Lañas.
