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Allstate Insurance Company
Mala Suerte in Pop Culture

RAN IN: United States

CLIENT
Allstate Insurance Company

Lisa Cochrane - SVP, Mktg.
Yvette DeJesus - Sr. Mktg. Manager
Georgina Flores - Director, Integrated Mktg. Comm.
Melissa Peterson - Media Manager
Nancy Ryan - Media Director

AGENCY
Starcom MediaVest Group *Lead Agency

Ann Poulose - Media Director
Sara Ford - Media Supervisor
Batchimeg Ganbaatar - Media Assoc.


Leo Burnett/Lapiz *Lead Agency

Jorge Pomareda - Assoc. Creative Director
Lucille Gratacos - Acct. Supervisor


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 Telemundo's 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,Non-English

Language: English