Nationwide Insurance® Unveils New Advertising Campaign
FOR IMMEDIATE RELEASE
April 13, 2009
Mike Switzer 614-249-4092
Columbus, OH — Nationwide unveiled today a new national advertising campaign called “I am On Your Side®”. The new campaign will feature real Nationwide employees and agents sharing true stories about how they contribute to an outstanding personalized experience for customers. It replaces the well-known Life Comes at You Fast® campaign introduced in 2004.
“The new campaign is essentially a return to our roots,” said Steven Schreibman, vice president of advertising and brand management for Nationwide. “We’re focused on enhancing the customer experience by reemphasizing -- and demonstrating -- what we mean when we say: Nationwide is On Your Side®.”
The Life Comes at You Fast campaign, which urged consumers to prepare for the unexpected with cameos from celebrities like Kevin Federline, Fabio and Sanjaya Malakar, was successful in raising brand awareness for Nationwide. The new campaign will build on brand awareness to differentiate Nationwide from competitors by highlighting the outstanding personalized experience Nationwide provides for its customers.
“The people in these ads are not professional actors,” Schreibman said of the new campaign’s stars. “We didn’t script them or tell them what to say. They are real employees telling true stories in their own words about what they do for our customers. Through these testimonies, the campaign shows the ends to which Nationwide will go to serve its customers.”
Nationwide turned to Academy Award winning director of the Thin Blue Line, Errol Morris, to create the television ads.
Stories shared by associates and insurance agents in the campaign range from providing humanitarian relief following a natural disaster to simple call center interactions that make things easier for customers filing a claim.
The new campaign will include broadcast, cable, print, radio and online executions across the country. The new ads and related content, including behind the scenes footage is available at nationwide.com.
TM Advertising, based in Dallas, created the campaign.
Nationwide, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the world and is rated A+ by A.M. Best. Nationwide ranks #108 on the Fortune 500 list. The company provides a full range of insurance and financial services, including auto insurance, motorcycle, boat, homeowners, life insurance, farm, commercial insurance, administrative services, annuities, mortgages, mutual funds, pensions, long-term savings plans and health and productivity services. For more information, visit www.nationwide.com.
Nationwide and the Nationwide Framework are federally registered service marks of Nationwide Mutual Insurance Company. On Your Side is a service mark of Nationwide Mutual Insurance Company.