State Farm Shows Latinos at Life’s Intersections

NEW YORK State Farm has embarked on an integrated multiplatform campaign aimed at connecting with U.S. Hispanics at every intersection in life via TV, radio, digital, print and experiential programs devised to increase the insurer’s profile in the marketplace.

The first of five TV spots in the “Aqui estoy” (“I am there”) campaign have started to air on Hispanic TV. Ads tell culturally iconic human interest stories, reflecting the situations that consumers often encounter during life’s various stages, such as going out on your own, affording ballet lessons for a budding ballerina, daring to dream and going after a big record deal.

“It’s insightful, it’s human, it’s relevant and showcases the intersections of Latino life in the United States in many different ways,” said Luis Miguel Messianu, president and chief creative officer, Alma DDB, the insurer’s lead Hispanic agency. “This campaign talks about all of the intersections and the notion of a changing environment, a changing landscape, a changing lifestyle and State Farm always being there for you like a good neighbor.”

The stories also use fresh imagery and subtle humor to illustrate that regardless of acculturation level or economic and cultural background, the insurer is there to save consumers money without compromising coverage, service, convenience, especially after a disaster or other time of need.

“Consumers have told us is that they are looking for an insurance company that understands them, understands where they are in life and who will be there no matter where their there is,” said Mark Gibson, State Farm’s assistant vice president, advertising.

The effort is a departure from the offerings of competitors, who often emphasize the insurance purchase. Instead, State Farm focuses “on all of the time in between, which is most of the time for consumers,” Gibson said.

The insurer worked with Alma DDB, Coral Gables, Fla., to create a culturally relevant campaign centered around an advertising mantra the company refers to as the Three Rs: relevance, respect and relate-ability.

“We must have work that is relevant to the market we are trying to reach. It must be something that people can see themselves in and will understand what we’re attempting to say, and it has to be respectful,” Gibson said, noting that the Hispanic creative has strong consumer insights about family, things that are important to them as well as cultural cues that help to create relevance.

Spending for the campaign was not available. State Farm spent $30 million in U.S. Hispanic TV in 2007, versus $15 million spent in 2006, per Nielsen Monitor-Plus.