State Farm
STATE FARM
ALMA DDB
Luis Miguel Messianu
Angela Battistini
Enrique Faillace
Marta Insua
Madeline Perez-Velez
Federico Casillas
Kurt Kirchner
Diego Colombo
Lorraine Newman
Mayte de la Maza
OMD LATINO
BRONZE WINNER
Pres.-CCO
VP-Acct. Services
VP-Creative Dir.
VP-Strategic Planning
Group Acct. Dir.
Creative Dir.
Bdcst. Dir.
Sr. Bdcst. Producer
Dir.-Print Production
Acct. Super.
HOUSEHOLD FURNISHINGS & APPLIANCES
SILVER WINNER
Electrolux
ELECTROLUX
Keith McLoughlin
Mary Kay Kopf
Jennifer Leary
Bryan McCarter
DDB NEW YORK
Jack Wheaton
Tracy Power
Kristin Volz
Michael Vitiello
Seth Fried
Matt Nowak
WEBER SHANDWICK
PROMETHEUS
Pres.-N. Amer., Electrolux Home Products
VP-Brand Mktg.
Dir.-Consumer Mktg.
Dir.-Digital Mktg.
Group Acct. Dir.
Acct. Dir.
Acct. Exec.
Creative Dir.
Creative Dir.
Producer
INTERSECTIONS
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.
BE EVEN MORE AMAZING
In spring 2008, Electrolux, known for vacuum cleaners, introduced a
new kitchen appliance line in North America, a cluttered category
with brands such as LG, GE and Samsung. A multimedia campaign
with actress-TV talk show host Kelly Ripa, the ultimate embodiment
of the target consumer, was created to quickly break through the
clutter. Placement was obtained at over 5,000 retailers; sales at
Lowe’s exceeded goals; and in three months there was 60%
awareness that Electrolux manufactures kitchen appliances.
