Cannes Lions

INSURANCE

ALMA DDB, Miami / STATE FARM / 2009

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Overview

Entries

Credits

Overview

Execution

After Los Felinos star in one of the State Farm commercials, they produce and launch their first song—Ahí Estoy (I’m There). The production of the song’s music video quickly follows, as does the airplay of the song on local radio stations.Invitations to and warm receptions at popular Hispanic radio and TV programs, together with the exposure of the TV spot, increase the visibility of the band and, of course, the brand.The popularity of the band leads to 25 live concerts in major markets with exposure to thousands of fans.A website allows fans to access everything related to the band. They also get coverage and recognition in the specialized press such as Ad Age and Adweek. All of it creates the demand for the band’s production of their first CD with more original songs, a second video clip, a new concert tour, and a Reality Show.

Outcome

1. The first Goal was to create brand affinity by achieving a 15% awareness of State Farm as the brand supporting the “Los Felinos de la Noche” band.Result: In surveys conducted among Hispanic consumers after the four month period from introduction of the band (TV, concert tour, etc.), linkage of State Farm and Los Felinos de la Noche exceeded the goal by 106%. 2. The second Goal was to secure media coverage in leading Hispanic networks and local coverage in priority markets for the project for an estimated 9 million plus Hispanic media impressions of the success story, during a 4 - month period (June – September 2008).Result: Achieved strong positive brand exposure for the brand, through more than 12 million Hispanic media impressions. The coverage of the story and State Farm’s role in helping to make it a reality was newsworthy indeed.

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