financial services

Allstate Features Daddy Yankee In Hispanic Effort

Allstate has hired a Puerto Rican singer-songwriter-actor to star in a  Hispanic effort that includes TV and digital.

The insurance company is redefining what it means to be in “Good Hands” with the launch of the campaign, “Estar en buenas manos nos da más” with the help of Daddy Yankee, who is also a record producer. The campaign was developed by Allstate's longtime Hispanic agency partner Lápiz USA. 

By highlighting “nos,” a pronoun used to express people as a collective unit, Allstate is able to speak with one voice that represents and includes Hispanic consumers, helping them feel part of the brand and reinforcing the full value of being in Good Hands.

“This campaign shows in a tangible way the benefits of being in ‘Good Hands’ and brings to life our product features and benefits that are unique to Allstate,” said Georgina Flores, vice president, product marketing, Allstate Insurance Company.



The campaign will rollout into 2017 on a variety of national advertising and marketing mediums, including mobile, online video, social media and radio. It focuses on showing consumers how Allstate can make life easier and give them more value and benefits than they can find anywhere else.

The first spot highlights the functionality and benefits of Allstate’s mobile app, Drivewise, including discounts and rewards that consumers can obtain just for driving safely. The campaign is the Hispanic iteration of Allstate's "It's good to be IN good hands," which launched in May.

Daddy Yankee was chosen for the launch because “he is at the cutting edge of what's popular with Hispanic consumers,” Flores said.

“We have enjoyed working with Daddy Yankee for the first spot of this new campaign,” Flores tells Marketing Daily. “We are still working through what’s to come in 2017 so our plans are not final at this time.”

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