Titel | Envia Mala Suerte |
Agentur | Leo Burnett Chicago |
Kampagne | Mala Suerte - by LAPIZ USA |
Werbende | Allstate |
Marke | Allstate |
Datum der ersten Ausstrahlung/Veröffentlichung | 2014 / 6 |
Geschäftsbereich | Versicherung |
Slogan | Better call an Allstate Agent and protect yourself from Bad Luck |
Story | Allstate has been a strong supporter of soccer for many years – a sport that requires preparation and teamwork to be ready for unexpected bad luck and adversity. Allstate is able to enhance the fan experience around the upcoming matches in Brazil by integrating Mala Suerte (bad luck) in a campaign created by Lapiz USA. Followers of @SoyLaMalaSuerte can show their passion and alliance to their teams by requesting to send Mala Suerte using #EnviaMalaSuerte to any team leading up to and during this summer’s matches, but the ultimate decision is up to Mala Suerte. From kickoff to the final whistle, fans following @SoyLaMalaSuerte can take to Twitter to tell Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte will capitalize on the real-time events by live tweeting unexpected moments of bad luck he has afflicted on rival teams at the request of devoted soccer fans. With more than 200 thousand Facebook fans, Mala Suerte’s been known to take credit for “the branch that falls on your parked car" or for being the "scoreboard that’s having technical difficulties in the last 30 seconds of the game." Georgina Flores, vice president, Integrated Marketing Communications said, "Given the real-time nature of Twitter, the platform is a natural fit for unexpected moments of bad luck which may or may not have been caused by @SoyLaMalaSuerte." For more information, fans can follow @SoyLaMalaSuerte on Twitter and Facebook or visit MiAllstate.com/MalaSuerte. |
Philosophie | From kickoff to the final whistle, fans following @SoyLaMalaSuerte can take to Twitter to tell Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte will capitalize on the real-time events by live tweeting unexpected moments of bad luck he has afflicted on rival teams at the request of devoted soccer fans. |
Problem | “In 2010, the largest social media conversation of the year centered around World Cup content,” said Flores. “We decided to launch Mala Suerte’s Twitter handle because we want to be part of the conversation our consumers are engaging in.” Through the launch of the new @SoyLaMalaSuerte Twitter handle, Mala Suerte will insert "itself" into conversations and friendly banter that take place between fans of rival teams competing in this summer’s biggest matches. |
Ergebnis | During the first game of the World Cup #eviamalasuetre became the number 2 trending topic on Twitter as a result of the social media strategy. |
Medientyp | Fernsehen |
Länge | |
Chief Creative Officer | Laurence Klinger |
Executive Creative Director | Fabio Seidl |
Creative Director | Maria Bernal |
Associate Creative Director - Art | Jorge Pomareda |
Associate Creative Director - Copy | Carlos Bretel |
Art Director | Alexis Budejen |
Texter | Roberto Luque |
Junior Art Director | Ricardo Vallejo |
VP Account Director | Marco Azucena |
Account Supervisor | Lucille Gratacos |
Account Supervisor | Rina Herrero |
Account Executive | Olivia Ortiz |
Agency Producer | Ximena Aguirre |
Planner | Esteban Ribero |
Director, Strategy | David Moreno |
Junior Strategist | Felipe Diaz-Arango |
Community Manager | Jenny Lapp |
Director, Landia | ANDY FOGWIL |
Editor - Monster GC | Celina Moreno |
VFX - Filmworkers | Rob Churchill |
Audio Engineer - Earhole Studios | Beto Santoyo |
Musik | Papa Music |
VP Creative Art Director - Leo Burnett Interactive | Nuno Ferreira |
Copywriter - Leo Burnett Interactive | Javier Valle |
Art Director - Leo Burnett Interactive | John Regan |
Agency Producer - Leo Burnett Interactive | Tony Grossman |
EVP, Managing Director - Media | Lia Silkworth |
VP, Account Director - Media | Ann Poulose |
Associate Media Director - Media | Maddison Mutschler |
Media Supervisor | Sara Ford |
Media Associate | Batchimeg Ganbaatar |
Media Associate | Michael Myers |