American Family Insurance Campaign Stirs Up Memories

CHICAGO (March 20, 2008) — American Family Insurance has launched a new Hispanic advertising campaign, created by its Hispanic advertising agency of record, The San Jose Group. The campaign, titled “Recuerdos (Memories),” chronicles the long-standing relationship the insurance agency has had with its Hispanic customers. The 80-year old company has been around to serve its Hispanic clients from their first insurance policy in the U.S. to a full suite of insurance offerings.

“Our goal with this campaign was to demonstrate the connection American Family Insurance agents have had with their clients over the years,” said Diana Wiedenheft, an account executive on the account. “We’ve spoken to so many agents that pride themselves on the human connections they make with customers, and we were able to weave those messages into the ads while also underlining the importance of insurance itself.”

The “Recuerdos” campaign consists of two television spots, two radio spots, three print ads and out of home executions. The spots are narrated by a customer reminiscing about his first home in the U.S. and how it signified a fulfillment of the American Dream for him and his family. Remembering the importance of that investment, his memories are also tied back to how he was able to protect his home with the help of American Family Insurance. A similar television spot includes the flashback to a customer’s first car and subsequent auto insurance policy.

“We were able to examine the essence of the American Family Insurance brand and how it is represented in the general market and convey that same core purpose in this Hispanic campaign, while still making the creative execution unique to the experience of the company’s Hispanic clients,” adds Wiedenheft. 

The “Recuerdos” campaign was created based on core insights SJG gathered from the company and its agents. “This creative concept was created to show how American Family Insurance and its agents have become part of the family with their Hispanic clients, sharing in some of their most important memories,” said Antonio Lovera, creative director at The San Jose Group. “Many families have passed along American Family Insurance as their insurance agency to family and friends and continue to pass it down generation after generation.”

The new campaign follows two successful American Family Insurance Hispanic advertising campaigns, one of which was recently awarded a MarCom award for creative excellence.

About The San Jose Group

Founded 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.comChicago IABCU.S. Cellular and Publicity Club of Chicago.