Hispanic PR Blog

NORTHBROOK, IL –  Allstate received the grand prize award in the digital category at the recent 2009 Association of National Advertisers (ANA) Multicultural Excellence Awards for the company’s Web site, proteccioneslajugada.com (“protection is the right move”), dedicated to its Mexican National Team sponsorship. The creative work, developed by Lápiz Hispanic Marketing, received the highest honor in the category.

“Allstate is thrilled to have received this honor from the ANA in the digital category,” said Megan Dawson, project manager on Allstate’s multicultural marketing team. “Allstate understands and shares the passion Hispanic consumers have for this sport, and this Web site serves as a tribute to and forum for this passion while also delivering important information on Allstate’s products and services.  It is great to be recognized by the advertising industry for the work we are doing to connect emotionally with this consumer base.”

Allstate has been the official insurance sponsor of the Mexican National Team (MNT) for three consecutive years.  The interactive Web site features renowned MNT goalie Memo Ochoa, who stands in position to protect against soccer balls that users click on to navigate through the site.  Each of the balls leads to a different user experience, including a tour of Ochoa’s locker with exclusive photos, interviews and behind the scenes footage, a blog with former MNT player Luis Roberto Alves (“Zague”), and the opportunity to design their own soccer ball and create personalized soccer chants – all while delivering Allstate’s commitment to protection message.

“’Protection is the right move’ is a concept that transcends media formats, and that is why we wanted the Web site to be more than just information with a nice interface,” said Javier Osorio, creative director of Lápiz. “We created an interactive experience that establishes a natural and honest connection between Allstate and the Mexican soccer team fans. Each area of the Web site has a balance of entertainment and branding to give each visitor the opportunity to defend the colors of the Mexican National team with passion and pride.”

Allstate’s approach to marketing to the Hispanic segment was recognized at the Association of National Advertisers 2009 Multicultural Excellence Awards in Phoenix, where work supporting Allstate’s Mexican National Team sponsorship was also named as a finalist in the Hispanic Award category for the television advertising campaign.