The following is a guest post from Hispanic Market Weekly:
American Family Insurance is strumming to a reggaetón beat in its latest marketing outreach to Hispanic consumers. Already on the air, the “Nadie Como Tu” campaign marks the insurer’s first-ever music-licensing effort.
The insurer acquired the licensing and broadcast rights to the song “Nadie Como Tu” – made famous by Calle 13 and Café Tacuba – and through its Hispanic agency of record, The San José Group, remixed the lyrics to fit its marketing message.
“Nadie Como Tu said what we needed to say,” says agency president George San José. “It fits the concept and by using music we can make a greater impact to support the campaign’s message.”
The spot, which aired November 11 during the Latin Grammy telecast, showcases a broad spectrum of Latinos – a family of four riding in a car; soccer fans waving their favorite team’s flag; older drivers and even an airplane mechanic – to demonstrate the varying insurance needs every consumer has.
The message: “Todos somos diferentes… y en American Family Insurance tenemos polizas para cada uno de ustedes.”
The decision to go the music route, notes San José, was driven by the campaign’s creative brief, which highlights American Family’s range of products and how these can be customized to the specific needs of a client.
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