State Farm recently launched two social campaigns to help young adults make ‘cents’ of their money. Over the course of a series of videos, both campaigns tell different stories that leverage cultural cues to strengthen consumer relevancy while demonstrating how State Farm is there to help life go right.
State Farm worked with DDB New York to create a campaign that is unique in that it looks to leverage familiar social and online content themes (i.e. make-up tutorials, trick shots, cats, cooking, etc.) to make State Farm’s financial information and tips easier to understand. Find out more here.
Los Asegurados follows the story of a newlywed couple starting their lives together through a content series that shows slices of their life. Think “Modern Family” with a Hispanic twist or “Que Pasa USA?” with a mature millennial vibe. The episodes follow the young couple as they buy a new car and start saving for their family’s future, showcasing how State Farm is there for them at every stage to help life go right.
The teaser for Los Asegurados launched in December and the series will roll out over the next few weeks. Click below to watch Los Asegurados.
DIVERGE spoke to the team at State Farm to find out more:
Where did this idea come from?
About 25% of Hispanics (roughly 14.9 million) are millennials – pew says so. So it’s a great opportunity for State Farm to educate the target on the solutions they offer beyond auto insurance. We drew on anecdotes of real-life young adults to create a series of funny, relatable moments for Juan and Julia – moments where State Farm was also there to help navigate the new life stages they enter as a couple.
Is this to target millennials?
Indeed. Millennials are feeling the pressures of “adulting” and the need to shift priorities and responsibilities, but State Farm’s insurance and financial offerings can help them along the way. The mockumentary style we used is familiar to millennials who are fans of shows like Modern Family, Parks & Rec, and The Office.
How important was diversity in this campaign?
Our campaign is focused on Hispanic Millennials, but that’s a broad statement. There’s a wide range of ethnicities within the term Hispanic. We lead with a strong cultural insight that have a universal appeal to all segments within Hispanic, then we adjust the tone to target Millennials specifically. The cool part is that the tone helps us branch beyond our segment as well. This campaign can easily appeal to non-Hispanics that know Spanish.
Why was humor important in these ads?
When you’re going to hit someone with a serious load of information like, say, “you need homeowner’s insurance,” you need to do it in a fun way. Especially when our target is served up content like cat memes and joke articles all day. The idea behind this sitcom is that the target will relate with the couple onscreen and those familiar cultural moments will become funny because they’ve actually lived them. And when someone is smiling, they’re always more open to your message.
Where will these air?
Our State Farm sitcom will be uploaded periodically for the next couple of months on the State Farm Latino Facebook and Twitter pages.
LOS ASEGURADOS CREDITS
Agency – Alma
Creative Chairman/CEO: Luis Miguel Messianu
Co-President/ Chief Creative Officer: Alvar Suñol
Creative Director: Iu La Lueta
Associate Creative Director (Art Director): Gabriel Reyes
Associate Creative Director (Copywriter): Gabriel Ferrer
Producer: Rafael Sánchez
Group Business Director: Madeline Perez-Velez
Director, Interactive: Carly Sutherland
Digital Content Lead: Gabriela Benitez
Account Executive: Jenny Gobel
Production Company: Landia
Director: Karina Munition
Line Producer: Edgar Sanchez
EDITORIAL & POST PRODUCTION
Editorial House: Alma Studio
Editor: Fro Rojas