State Farm: A Marketing 50 Case Study

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Photo: Tony Pettinato
Sometimes the best thing a marketer can do is encourage an agency to follow its vision, like when Alma DDB and Fire Advertainment insisted there was a much bigger idea than just a client-approved spot about a band, says Mark Gibson, assistant VP-advertising at State Farm Insurance Cos.

That detailed vision of a branded-entertainment project came to life as Los Felinos de la Noche, a Mexican band born at a casting session for a Spanish-language State Farm spot. Then came the live concert dates, a CD, airplay, and radio and TV appearances.

The performers, who took their name from the cats that howled during nocturnal rehearsals, credited State Farm with helping them achieve their own American dream as hard-working immigrants. Signature song "Ahi Estoy" is a Spanish-language version of State Farm's "I'm There" tag.

"The metrics show Hispanic consumers have a greater awareness and likelihood to consider the State Farm brand than at any time," says Mr. Gibson, 45. More than 50,000 people have seen the group in concert. Los Felinos even performed at State Farm's Illinois headquarters.
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