Allstate World Cup #EnviaMalaSuerte (#SendBadLuck)
Allstate US campaign for 2014 FIFA Men’s World Cup
Creative Strategy, under Leo Burnett / Lapiz
CHALLENGE
Refresh Allstate’s soccer presence for the 2014 World Cup after its years’-long association with goalkeepers (as protectors) had grown a bit stale.
PROCESS AND STRATEGY
Audited all the brand’s themes and elements (safety, good hands, protection, etc.), laid them out beside numerous elements of World Cup and soccer culture, and engaged our creative team in a brainstorm of what connections we could make.
We finally settled on Mala Suerte, the Latino market version of the “Mayhem” character, given it’s resonance with soccer fans’ (especially Latino fans) high propensity to appeal to superstition and “superhuman” forces in trying to help their teams perform in the tournament.
IDEA: ENVIA MALA SUERTE (SEND BAD LUCK)
In Allstate’s first-ever use of social media for Spanish-led work, it created a twitter account for Mala Suerte to which fans could tweet what team they wanted the character to “send bad luck” to.
During the games, in real-time, Mala Suerte would mark any blunder committed by a team (an own-goal, a bad miss, a red card, etc.) with a time-stamped video response to fans, showing them how he “answered their prayers” through antics such as, for example, messing with a player’s contact lenses in the locker room.
As the tournament went on, Mala Suerte would send a specialized “farewell” video to each country that was eliminated from the tournament. The campaign culminated with a live broadcast of Lucky, Mala Suerte’s pet black cat, choosing who would lose the final.
FULL CAMPAIGN CASE STUDY
RESULTS
The second-most tweeted World Cup topic of the tournament (after Germany’s 7-1 beatdown of Brazil)
Achieved “trending” status 5 times during the World Cup month
Increased Allstate’s Twitter engagement by 1265% and Facebook engagement by 569%
Grew the brand’s Twitter and Facebook following by 75% and 20%, respectively