State Farm ads kick off effort to Asian niche; Push educates about products.(Brief Article)

Advertising Age, August, 2000 by Webster, Nancy Coltun

State farm insurance cos. has launched its first major marketing effort to Chinese consumers with an in-language TV, radio, print and outdoor campaign.

Although much of the effort will be in Chinese, some advertising will be directed to Filipino, Korean and Vietnamese.

STAND-ALONE EFFORT

"This campaign is a stand-alone [effort] for the Asian-American market and the result of . . . talking to [Asian] consumers and redefining the positioning of State Farm," said Julia Huang, president, Intertrend Communications, Torrance, Calif.

The campaign is designed to introduce State Farm's products to Asian consumers. Creative discusses the psychological journey of an immigrant who has developed a successful life in a new country.

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