news

1 April, 2008

SAFECO REACHES MULTICULTURAL MARKETS
WITH EVENT MARKETING

How does a traditional, Fortune 500 insurance company reach out to diverse communities in a genuine, engaging way? That was the challenge that Virginia Anderson, President of the Safeco Foundation, posed to advertising agency Copacino+Fujikado. The solution: interactive displays at cultural festivals that go far beyond the typical corporate “presence” at such events.

The agency reached out to noted Seattle artist Jason Puccinelli to create a series of 6’ x 6’ collages. These works of art depict a culturally relevant symbol for each event. For instance, the Sundiata collage, celebrating African culture, depicts a symbolic lion. The Japanese Cherry Blossom Festival features a cherry tree. Each collage is made up of 520 carefully assembled 3-inch squares of cut paper. Watch Video

Keying off Safeco’s advertising theme, “What Matters To You?” each collage contains a banner headline that asks a question of importance. The Sundiata Festival, for example, asked the question, “What Does Africa Mean To You?” Event goers were encouraged to answer the question by writing on one of the paper squares that make up the collage.

“It’s a more creative way to engage the community,” says Ms. Anderson. The participation has been gratifying, and Safeco is gaining some valuable insights into the diverse communities we serve.”

Mr. Puccinelli will create several collages throughout the year for events ranging from the annual Heart Walk (a fundraiser for cardiac health) to PrideFest (a celebration of the gay, lesbian and transgender communities).

Says agency founder and creative director Jim Copacino, “experiential marketing such as this is a way to make a real connection with consumers in a natural and engaging way.”

Safeco, a Fortune 300 company, has revenues of $6.5 billion and markets insurance through independent agents in 44 states.

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