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Allstate Insurance Company
Mala Suerte in Pop Culture

RAN IN: United States

CLIENT
Allstate Insurance Company

Lisa Cochrane - SVP
Georgina Flores - Director
Yvette de Jesus - Sr. Manager
Melissa Peterson - Media Manager

AGENCY
Leo Burnett/Lapiz *Lead Agency

Marco Azucena - VP, Acct. Director
Carlos Bretel - Assoc. Creative Director
Lucille Gratacos - Acct. Supervisor
Jenny Lapp - Sr. Community Manager
Jorge Pomareda - Assoc. Creative Director


Starcom MediaVest Group *Lead Agency

Ann Poulose - Media Director


SUMMARY

With 20% share of voice in a low-interest category, how does Allstate engage Hispanics about insurance while increasing brand favorability? Perhaps with luck & bad luck. Allstate brought its Mala Suerte (Bad Luck) campaign to life via Telemundos award show, Premios Tu Mundo. Using an aptly named category, Mejor Momento de Mala Suerte (Best Bad Luck Moment), Allstate had a platform for direct engagement with consumers via broadcast, digital, and social media in a meaningful way. Despite spending less than competitors, Allstate turned out to lead brand consideration and favorability.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV,Social Networking Applications,Consumer Involvement

Audience: Cultural or Ethnic Group,Men,Women

Objectives: Build, defend brand position

Type: Business-to-Consumer

Classification: National

Language: English