Although much of the effort will be in Chinese, some advertising will be directed to Filipino, Korean and Vietnamese.
"This campaign is a stand-alone [effort] for the Asian-American market and the result of . . . talking to [Asian] consumers and redefining the positioning of State Farm," said Julia Huang, president, Intertrend Communications, Torrance, Calif.
The campaign is designed to introduce State Farm's products to Asian consumers. Creative discusses the psychological journey of an immigrant who has developed a successful life in a new country.
Ads run in Los Angeles, New York, San Francisco and Toronto. TV commercials air on International Channel, KTSF in San Francisco and KSCI in Los Angeles. Print includes heavy in-language newspapers along with aMagazine and other business publications.
State Farm's signature ad theme, "Like a good neighbor, State Farm is there" becomes "Having a good neighbor, there's peace every day" for this market.