As a reflection of today’s multicultural market, the concept was developed to transcend traditional segmentation and have crossover appeal in order to resonate with Hispanic and general market audiences.
Chicago (Vocus/PRWEB) April 07, 2011
American Family Insurance has been honored by the Eighth Annual Service Industry Advertising Awards with a Gold Award for the 30-second English-language spot, “Three Kids”, created by multicultural advertising agency, The San Jose Group. Part of the overall Unique Families campaign, the television execution embraces today’s new markets with global insights that cut across ethnic diversity.
As a reflection of today’s multicultural market, the concept was developed to transcend traditional segmentation and have crossover appeal in order to resonate with Hispanic and general market audiences. “Three Kids” is the second concept The San Jose Group developed that uncovered global truths, and successfully communicated that American Family Insurance understands the insurance needs of individuals and/or families.
The “Three Kids” English- and Spanish-language television spots focus on the busy life of the total mom, featuring different scenes driving kids to and from various activities. The universal sentiment in the spot is every mom’s life is hectic, but unique in its own way. American Family Insurance understands that uniqueness, and offers custom insurance policies that fit their needs while making the process easy.
“Since launch of “Three Kids” and the entire Unique Families campaign, consideration has increased from 29 percent to 36 percent for the brand in the general market, and after testing, the Spanish-language spot was rated 11 percent higher than the U.S. Hispanic standard rating for break through and solid branding,” said Telisa Yancy, advertising director at American Family Insurance.
To view both “Three Kids” spots, please visit: http://thesanjosegroup.com/work/americanfamilyinsurance.
Service Industry Advertising Awards are the only advertising awards that specifically recognize the advertising and marketing efforts of the service industry.
About American Family Insurance
Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family Insurance is the nation's third-largest mutual property/casualty insurance company and ranks 344th on the Fortune 500 list. Web: http://www.amfam.com; Facebook: http://www.facebook.com/amfam; Twitter: http://www.twitter.com/amfam.
About The San Jose Group
Established in 1981, The San Jose Group is a traditional/digital persuasive content agency that specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency’s Convergent Marketing Solutions model is supported by best-in-class business units that embrace today’s converging consumers, markets and channels. The San Jose Group and San Jose Public Relations are members of The San Jose Network Ltd., the largest independent advertising agency network servicing the U.S. and Latin America. For more information, visit http://www.thesanjosegroup.com.
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