MERCADEO Versión en español
Yvette de Jesus of Allstate: The Hispanic community is a growing base of valuable clients for the brand
11 de septiembre de 2012
Yvette de Jesus, marketing manager of Allstate insurance, discussed with PRODU the Hispanic publics reaction to the Mala suerte (Bad Luck) campaign.The executive said the Mala suerte campaign got a great reception from the Hispanic public, not only because Mr. Bad Luck is an unforgettable character but also because they totally associate him with the brand. The campaign combined television, radio, Internet, social networks and print media. The campaigns current page on {Facebook;http://www.facebook.com/soylamalasuerte} has racked up more than 142,000 followers who constantly interact with the character and the brand.”Mala suerte was created on the basis of data gleaned by Allstate from market research showing that Hispanic consumers want to know more about the different kinds of insurance available, so they can make sure to have all the coverage they need. The studies also showed that many Hispanic consumers tend to attribute accidents to fate or bad luck, being more inclined to blame circumstances rather than an individual person when something bad happens” De Jesus said.Allstate continues to sponsor the Latin Grammy Awards as well as New Futuro, an organization that helps Hispanic families get their kids into college. The brand is also a sponsor of the Mexican National Soccer Selection and of MLS (Major League Soccer).The Hispanic community is and has always been a growing client base that is very important for Allstate De Jesus said.
