Nationwide Insurance tasked us to create a Direct Response campaign that would increase purchase consideration and auto insurance quotes by 5% among adult drivers during a softening U.S. economy. We recognized that a large majority of consumers were shopping for innovative ways to save money given the tumultuous economic climate. In a cluttered insurance category filled with savings-focused advertising, Wunderman was asked to create an own able way to demonstrate a personalized policy that could save you money.
First, we re-branded the Nationwide auto insurance buying process The On Your Side E Review in order to create a branded property out of the process of policy personalization that lead to savings. The creation of a branded Game Show featured a consumer getting a Nationwide On Your Side E Review. Her participation dramatizes how the On Your Side E Review leads to surprising savings. Wunderman projected that the Game show campaign would generate an 11,700-call volume for the duration of the media buy with a $300-$500 cost-per-call.
The Let's - Do The On Your Side E Review chant became a branded rally cry for personalized policies that save you money.
The Game show execution turned an unpleasant household task into a chance to win big savings by answering a few simple questions. By presenting a personalized policy as a prize, the insurance became desirable. The ever-popular game show format showed how easy it is for the average adult driver to switch and save on their car insurance with Nationwide Insurance.
The The On Your Side E Review Game Show generated 47,000 calls during the duration of the campaign. The campaign's success generated a $214 cost per call (CPC), beating previous Nationwide CPC benchmark. Nationwide Insurance recorded a 22% jump in calls during the first three weeks of the campaign.
The "The On Your Side Review Game Show" campaign led to over $14MM in annual insurance premiums. It also won a Silver Telly for best Direct Response Campaign.
External Links Storyboard | Campaign Images on Flickr | Blog Post: On Game Show
Tags: Television, Web Insurance, Telly Award
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