The State Farm 'Smart Living' Campaign Targets Asian-American Audiences
Jana Pijak — April 16, 2019 — Marketing
References: youtube & bizjournals
The State Farm 'Smart Living' ad pokes fun at smart home technology and targets an Asian-American audience. Conceived by Chicago-based creative agency Fluent360, the commercial features a young couple and chronicles them as they try to navigate the various smart features of their home, only to run into problems before having to call their State Farm agent.
Targeting a market that the insurance company felt was under-represented in the media, this commercial aims to dispel stereotypes and incorporates "fresh story lines that reflect aspects of Asian culture, such as a love for technology" and also includes Mandarin Chinese subtitles that are paired with both Mandarin and English dialogue scenes.
Spotlighting what can happen when smart technology goes wrong, the State Farm 'Smart Living' ad addresses a Millennial-friendly topic while also appealing to comedy fans.
Image Credit: Fluent360
Targeting a market that the insurance company felt was under-represented in the media, this commercial aims to dispel stereotypes and incorporates "fresh story lines that reflect aspects of Asian culture, such as a love for technology" and also includes Mandarin Chinese subtitles that are paired with both Mandarin and English dialogue scenes.
Spotlighting what can happen when smart technology goes wrong, the State Farm 'Smart Living' ad addresses a Millennial-friendly topic while also appealing to comedy fans.
Image Credit: Fluent360
Trend Themes
1. Satirical Smart Home Ads - Disruptive innovation opportunity: Developing humorous and relatable advertisements that highlight the challenges and mishaps of smart home technology.
2. Targeting Asian-american Audiences - Disruptive innovation opportunity: Creating inclusive marketing campaigns that represent diverse cultures and cater to under-represented markets.
3. Merging Technology and Insurance - Disruptive innovation opportunity: Integrating smart home technology with insurance services to provide enhanced customer experience and risk management.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Incorporating satire and humor in smart home technology advertisements to engage and entertain consumers.
2. Insurance - Disruptive innovation opportunity: Tailoring insurance products and services to cater to the needs and preferences of Asian-American consumers.
3. Technology - Disruptive innovation opportunity: Developing advanced smart home technology that addresses common challenges and improves user experience.
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