CHICAGO (April 20, 2008) — San Jose Advertising (SJA) has been honored with a MarCom Award for its work reaching Hispanic audiences on behalf of American Family Insurance. The campaign was recognized by the international awards program for creative achievement.
“This is a campaign that demonstrates the importance and effectiveness of taking the time to develop a culturally relevant campaign, rather than just translating a general market execution,” said Jim Legg, vice president of client services for San Jose Advertising.
The award-winning creative is an adaptation of the insurer’s most recent general market “Red Roof” campaign, which plays off the red design elements in the company’s logo. Upon examining the existing work, SJA determined that it was necessary not only to adjust the imagery and copy, but to revise the campaign’s key message to take into account subtle, but important, cultural nuances of the Hispanic market.
The campaign, which includes a :30 television spot, radio ads and print executions, demonstrates the emotional (not just practical) importance of seemingly material objects to the Hispanic family.
“While insurance is a practical purchase to protect a house or a car, these objects have a much greater significance to the Hispanic audience,” added Legg. “They are important achievements that are a result of years of hard work and dedication.”
The culturally relevant messaging combined with striking visual elements conveys American Family Insurance’s message in a memorable way and positions the company as a “Simbolo de Proteccion (Symbol of Protection),” the tagline developed specifically for the insurer’s Hispanic creative.
About The MarCom Awards
The MarCom Awards is an international competition that recognizes outstanding creative achievement by marketing and communication professionals. This year’s program received more than 5,000 entries from throughout the United States and several foreign countries. MarCom Awards is administered and judged by the Association of Marketing and Communication Professionals.
About The San Jose Group
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit www.thesanjosegroup.com.