2009 BRONZE

HISPANIC

INTERSECTIONS

STATE FARM, STATE FARM

ALMA DDB

Luis Miguel Messianu, Pres.-CCO
Angela Battistini, VP-Acct. Services
Enrique Faillace, VP-Creative Dir.
Marta Insua, VP-Strategic Planning
Madeline Perez-Velez, Group Acct. Dir.
Federico Casillas, Creative Dir.
Kurt Kirchner, Bdcst. Dir.
Diego Colombo, Sr. Bdcst. Producer
Lorraine Newman, Dir.-Print Production
Mayte de la Maza, Acct. Super.

OMD LATINO

The assignment called for changing the perception of State Farm among Hispanics from "not in tune and too expensive" to one of "being there" to support them and save them money -the necessary first step for moving the brand into auto insurance shopping consideration and increasing sales. Accomplished by recognizing the relevant "Intersections" in the lives of Hispanics, the campaign created a revitalized affinity for the brand. The powerful accessibility/affordability message resonated with the market and effected an increase in policy sales 880% over goal.