Wednesday, June 16, 2010

American Family Insurance Wins Telly Award for Multicultural Television Spots Created by the San Jose Group

Chicago (PRWEB) June 16, 2010 -- American Family Insurance has been recognized by the Telly Awards for two television spots that targeted both Hispanic and non-Hispanic customers by tapping into global truths linking both segments. Created by its Hispanic advertising agency, the San Jose Group (SJG), the winning 30-second television spots consisted of one Spanish-language execution, titled Batazo (“Hit”), and one English execution, titled Baseball.

Through a planning process led by American Family Insurance and its team of agency partners, the English spot actually evolved from the Spanish execution, which had been developed first. Once the insurer saw the linkages between the messaging of the Spanish version and its broader target market, American Family Insurance asked SJG to reverse-transculturate the Spanish spot into English, to be aired on general market, or English-language, television channels. Together, the spots helped the insurance company measurably increase brand impact across the total market.

“In the planning phase, we started with a total market positioning statement and then applied a cultural lens to reach the Hispanic market with Batazo,” said Lisa Bacus, VP of marketing for American Family Insurance. “Because of this approach, the spot contained universal truths that in turn resonated with our total, multicultural market as well. This is about recognizing and embracing the concept of cultural convergence.”

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