June 05, 2013
Nationwide Insurance Unveils New Ad Showcasing Award Winning Country Music Artist Jana Kramer
New Campaign Highlights Benefits of Brand New Belongings (SM) in Latest Installment of "Join the Nation"
Columbus, Ohio - Today, Nationwide Insurance will release new television creative for its ‘Join the Nation’ campaign. The new ad will premiere tonight during the 2013 CMT Music Awards. The spot features country music star and CMT Music Award nominee, Jana Kramer.
The latest installment dramatizes the benefits of Nationwide’s Brand New BelongingsSM offering, which replaces items in the home that are stolen or destroyed with brand new versions of what homeowners originally owned.
“At Nationwide we are focused on providing care and protection for our members. That’s why we offer options like Brand New Belongings, because we understand the emotional impact theft can have on a family,” said Matt Jauchius, Nationwide’s chief marketing officer. “Over the last year our creative has highlighted the benefits of joining the Nation. This ad is the latest example of our commitment to our members. We put members first because we don’t have shareholdersSM.”
In the ad, Kramer’s character serves as a living metaphor for how Nationwide Insurance responds to the needs of its members. Her quick actions, confidence and ability to tackle a challenging situation represent the dedication of Nationwide Insurance to its members. In the ad Jana is, like the brand equity that she represents, “On Your Side.”
"Everyone knows the ‘On Your Side’ jingle—when you hear it you can’t help but sing along,” said Jana Kramer, country music artist/songwriter. “I was honored when they asked me to literally be the ‘voice’ of Nationwide. It started with singing the jingle, but now the TV ad takes a fun and creative approach to communicate how Nationwide protects its members, and I’m proud to represent the brand.”
Kramer has been the voice of the "On Your Side" jingle since the ‘Join the Nation’ campaign started nearly a year ago.
“Jana was an obvious pick for us. Her familiarity with our brand really helped bring the character to life,” added Jauchius. “She is a talented singer and actress who we’re pleased to have as a partner in our ‘Join the Nation’ campaign.”
Nationwide is a sponsor of the 2013 CMT Music Awards. The sponsorship includes a Nationwide stage and the "On Your Side" award that will be given to the best new act. Kramer is nominated for two CMT Music Awards this year: Best Female Video of the Year and Breakthrough Video of the Year.
The new 30-second spot was developed in partnership with Durham, North Carolina-based ad agency McKinney. This latest installment of the company’s integrated national marketing campaign highlights Nationwide’s Brand New Belongings offering.
- Through Nationwide’s Brand New Belongings option, members can have personal property repaired or replaced with a comparable new item without any deduction or depreciation. Nationwide will pay the full cost of repair or the replacement cost of an identical or comparable new item, whichever costs less.
- Members with Brand New Belongings coverage first receive a check for the actual cash value (the depreciated amount) of their covered item. After they purchase a replacement item or have the item repaired, they simply send the receipt to Nationwide, which will pay them the difference.
- Brand New Belongings is an optional coverage offered on Nationwide Insurance’s homeowner, condo and tenant policies.
Nationwide’s ‘Join the Nation’ campaign first debuted in July 2012, focusing on its mutual structure. Actress Julia Roberts provides the voice-over for many creative elements of ‘Join the Nation,’ bringing home Nationwide’s value proposition to consumers – Nationwide puts members first, because it doesn’t have shareholders. The ‘Join the Nation’ campaign does not have a spokesperson.
The ad will continue throughout the summer months, and rotate into Nationwide's national broadcast and cable television ad buy. The ad can be viewed here.
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.