Allstate - "Envia Mala Suerte"

Leo Burnett Chicago

Leo Burnett Chicago Chicago, United States

23006

Brand: Allstate
Country: United States

Advertiser: Allstate

Title	Envia Mala Suerte
Agency	Leo Burnett Chicago
Campaign	Mala Suerte - by LAPIZ USA
Advertiser	Allstate
Brand	Allstate
Date of First Broadcast/Publication	2014 / 6
Business Sector	Insurance
Tagline	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.
Philosophy	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.
Result	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.
Media Type	Television
Length	31 seconds
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
Copywriter	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
Music	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