Nationwide Insurance is already a very strong and successful business. They are looking to defend their market share by focusing their Agribusiness services. Their overall objectives were to create brand awareness and preference among customers, revise and revitalize their “brand look”, and to make sure that people know they are and agricultural insurance agency as well. 

 

The target audience for this campaign was farmers and ranchers on larger family farms. We created a consumer profile infographic to better understand and show who it is that Nationwide is advertising to. Our “character” Chase values family and personal relationships, lives in the Midwest, and uses mobile technology quite a bit in his daily life. He is just starting to take over the family farm, and wants to make the right decisions to ensure it will continue to be successful. 

 

Using this consumer profile, we developed a campaign revolving around the concept of building a legacy and setting up future generations of family farmers for success. We expanded on Nationwide’s already popular tag line, “Nationwide is on your side.” We added the words “...and his/hers/theirs,” to emphasize that Nationwide is not only going to protect a farmer’s livelihood now, but the livelihood of his family for years to come. 

 

Because our target values relationships, we wanted to show that having that relationship with their insurance agent is possible. The call to action in these ads is for the reader to visit Nationwide’s “farm agent finder” website. This would be their first step in building a legacy.”

 

We used this message in four different mediums: print advertisements that would be put in magazines and agricultural journals, a billboard for rural roads, a radio ad, and a digital ad for farming-related websites.