Wednesday, July 29, 2009

Allstate has launched an unprecedented Hispanic campaign

In yesterday's Marketing Daily, Tanya Irwin shares what Allstate's been up to nationally in the Hispanic space:
  • a TV campaign including four new spots (three already launched)
  • radio advertising
  • online activations
  • premier sponsorships: Mexican National Soccer Team (for the third consecutive year) and television and radio programs including "Premio lo Nuestro" and the Latin Grammy Awards
  • a unique Spanish-language website.
These are big steps for Allstate, and they help show the company's commitment to the Latino community. When you read the article, you'll learn that the campaign is not a simple translation of the general market campaign (YAY) but its own culturally relevant campaign.

This is key in reaching consumers, because it doesn't matter what language it's in, if the message doesn't resonate, it will fall flat. Latinos can see right through a translated campaign that wasn't created with them in mind and this result will not help your company earn the $1 trillion in Latino buying power.

I'm excited about the sponsorships that Allstate is committed to, because this is a way to meet Latino consumers *where they are.* It's the most natural connection, and more personal than a TV spot.

I'm a little concerned about the development of a unique site--because although I've seen it done successfully, and it *is* ideal--the unfortunate truth is that in big corporations the Spanish site can end up smaller, inaccurate, incomplete--which can send a very bad message to Latino consumers. For example, if there's a "first month free" offer on the English site even for three days while the Spanish site has yet to be updated, those three days Latinos will see that discrepancy and realize that English speakers get the good deals.

Check out the article. What do you think?

1 comment:

  1. I think they have professionally took the time to research the Hispanic market and build a multi-versatile campaign that can build an audience.

    Studying the culture in depth is key to communicate across into a market that can be as challenging as Spanish bilingual.


Note: Only a member of this blog may post a comment.