Nationwide Insurance Launches New Ad Campaign For Hispanic Consumers.

Nationwide Insurance has launched a new advertising campaign to reach Hispanic consumers. The campaign promotes auto insurance products with two messages and relates to those unexpected situations people face in their daily lives.

The new campaign will let the viewers know that Nationwide understands the need for auto insurance, including those with lack of driving or insurance history. The ads use a humorous approach to reach a serious conclusion on how important it is to have the right insurance coverage in anticipation of personal needs.

“We want existing and potential customers to know that Nationwide is there for them and we believe these advertising messages communicate that we understand the situations people face everyday,” said Luis Calva, marketing specialist for Nationwide’s diverse markets advertising campaign. “We have made progress in tapping into diverse communities and we need to do more to take advantage of opportunities that will help us achieve our business objective of profitable growth.”

One of the ads, “Makeover,” depicts a family coming home to learn that their house has been selected to be remodeled on a network television reality show. As the host signals the truck to move in position for the unveiling, the unexpected happens and the truck crashes into the family car. Fortunately, a Nationwide agent is present and assures them that their claim will be taken care fast and easy, as they get things back to normal.

A second ad – titled “Store”- tells the story of a Hispanic worker who buys a piece of gum at a local store, and ends up winning a car because he is the millionth customer. The problem is that he can’t claim his prize because he does not have a driving history or auto insurance. Again, Nationwide is there with the right solution to the problem and we see a happy ending.

These ads communicate the “Life Comes at You Fast” message in a culturally relevant way and, together with outreach and community efforts, they demonstrate that Nationwide is truly interested in increasing its market share of the Hispanic consumer segment.

“I believe this advertising campaign demonstrate our understanding that diverse consumers have different experiences with our products and validates our commitment to provide them quality products and services,” said Calva. “Our objective was to develop a campaign to enhance our credibility and brand among Hispanic consumers.”

Dieste, Harmel & Partners created the Hispanic campaign; it features one :30 spot, for each of the auto insurance products, as well as radio and print ads, and was launched in twenty-five major U.S. markets.

To view ‘Makeover’ CLICK below:

https://hispanicad.combanners2/uploadfiles/Makeover.wmv

To view ‘Store’ CLICK below:

https://hispanicad.combanners2/uploadfiles/Store.wmv