The San Jose Group (SJG) has developed a concept that transcends traditional segmentation in order to effectively resonate with both the Hispanic and the general market. The spot, part of the overall Unique Families campaign, is named “Three Kids”.

“The ‘Three Kids’ spots showcase the reality of today’s multicultural market and the unique insurance needs of each family”, said Telisa Yancy, advertising director at American Family Insurance. “The concept tested very well in focus groups across the Hispanic and general markets and both audiences quickly identified with the message. It effectively communicates that American Family Insurance understands the insurance needs of individuals and/or families.”

Along with Spanish and English television spots, the campaign also includes radio, print and online banner ads for the Hispanic market to complement the overall unique family branding message.


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