September 30, 2013
Nationwide Insurance Finds Nearly One-Fourth of Car Owners Name Their Four-Wheeled “Baby”
New Nationwide Ad Celebrates Members’ Love of Cars and Commitment to Protect Belongings
Columbus, Ohio - Oct. 2 might be “National Name Your Car Day,” but Nationwide Insurance reveals today that nearly 25 percent of U.S. car owners already have a special name for their car and more than 31 percent were inspired by the vehicle’s color and appearance. Recognizing the automotive passion of many car owners, Nationwide's newest Join the Nation ad "Baby," debuting this week, features a really big metaphor to dramatize the passion people have for their cars.
“U.S. consumers have an emotional connection to their cars. The memories car owners experience with their automobiles are very special to them,” said Matt Jauchius, Nationwide’s chief marketing officer. “Discovering the number of people who nickname their cars is a true demonstration of this connection.”
The online survey of more than 1,000 U.S. car owners uncovered other interesting facts about car names:
- Car owners ages 18-34 are significantly more likely to nickname their cars (36 percent).
- Women are more likely to have a nickname for their cars than men (27 percent vs. 17 percent).
- More than one-fourth (26 percent) of those surveyed think of their car as a girl, with women more likely to have a “baby” girl.
- Men are more likely than women to name their car after a famous/historical person (9 percent men vs. 4 percent women) or character in a movie (10 percent men vs. 4 percent women).
“Baby” is the latest installment of the company’s integrated Join the Nation national marketing campaign which highlights Nationwide’s On Your Side® promise to provide member-focused, attentive and personalized service from a company who cares about members and their belongings – because what’s important to them is important to Nationwide.
“At Nationwide, we understand that the things our members want to protect are more than just things – they’re an important part of our families and our lives,” said Jauchius. “That’s what we wanted to convey with this latest ad – Nationwide’s undivided interest in offering our members the best possible protection for their valued belongings. What is precious to you is precious to us.”
The new 30-second spot was developed in partnership with Durham, North Carolina-based ad agency McKinney.
To celebrate members’ car affinity, Nationwide is holding a “Meet My Baby” contest. Beginning Oct. 16, car owners can submit the name, picture and description of their “baby” to Nationwide Insurance. Consumers will then be invited to share their entries with their social networks to gain votes for their submission. Five winners will receive a $2,500 gas card with the grand prize winner also receiving $5,000 to take a road trip with his or her “baby.”
Nationwide’s Join the Nation campaign first debuted in July 2012, focusing on its mutual promise. The “Baby” ad was rotated into Nationwide's national broadcast and cable television ad buy on Sept. 29.
The five-question online omnibus survey of 1,082 Census-representative respondents 18 years and older in the United States who own or lease a car was conducted between Sept. 9-12, 2013 using an online methodology. The margin of error (MOE) for the audience (n=1,082) is + 3.0 percent at the 95 percent confidence level.
Nationwide Mutual Insurance Company, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the U.S. and is rated A+ by both A.M. Best and Standard & Poor’s. The company provides customers a full range of insurance and financial services, including auto insurance, motorcycle, boat, homeowners, pet, life insurance, farm, commercial insurance, annuities, mortgages, mutual funds, pensions, long-term savings plans and specialty health services. For more information, visit www.nationwide.com.