State Farm "Jamming"
Agency: DraftFCB, Chicago
MARKETING CHALLENGE: State Farm wanted to drive people to ask for an auto insurance quote, and let them know the company insures 40 million drivers, more than rival insurers combined.
CREATIVE SOLUTION: Thanks to DraftFCB's groundbreaking crossculturalism research, State Farm opted to lead its whole campaign with Hispanic insights. "We say go talk to your neighbor then come talk to us," said Ken Muench, senior VP- director of multicultural planning at DraftFCB, Chicago. "That's the way Hispanics shop, and that's the way they're seen by the general market, as community-oriented, and very real."
-- LAUREL WENTZ
Latino Cultural Center "Vivan los Muertos"
Agency: Dieste, Dallas
To promote a Day of the Dead exhibition including art made by the public, the Latino Cultural Center mailed postcards, asking people to decorate the blank skulls and send them back. Of the pieces mailed, 20% were returned to be exhibited, and the attendance at the exhibition was up 42% from the previous year.