Direct Campaign
Nationwide
Issue 6 | July 2008
Agency
Wunderman New York
Creative Team
Wunderman New York
Production Team
Red Car Production
Other Credits
Steven Schreibman - VP Advertising and Management, Nationwide
Date
September – December 2007
Background
Auto Insurance is a hugely cluttered market, with every company claiming how much the consumer can save by switching. With many of Nationwide’s competitors having the dollars to ensure a much greater share of voice (and with auto insurance being a grudge purchase) the aim of the campaign had to be to drive ‘ready to shop’ auto insurance traffic by delivering a relevant reason to get a quote immediately.
Idea
The agency’s solution was to be entertaining. Leveraging the brand message ‘Life comes at you fast’, Wunderman’s direct campaign utilised key media channels (TV, print, radio) to dramatise the idea that consumers should be prepared for the unexpected. The campaign also carried a strong quality and savings message.
Results
The campaign has generated over 700,000 responses since launch with an average $7 cost per response. Final results are pending
Target Audience
Auto insurance customers
Our Thoughts
Accident insurance. You don't get more 'bread and butter' than this. I suspect that the brief had nothing clear to say and that the team tried what all good pros do in this situation: to produce a more engaging ad than the competition are running. SH