We asked brokers what works best when marketing insurance – and it appears that there isn’t just one solution.
Our poll question, ‘Nationwide missed the mark in its Super Bowl advertising. How should the product be promoted?’ produced no one clear winner of the four options we provided.
Five voted for ‘Through information,’ while four chose ‘With humour,’ with three selecting ‘Forget TV and internet – by broker.’
Only one broker selected ‘Targeting gender and/or age group.’
The Nationwide commercial that aired during the Super Bowl – although drawing flak from those on Twitter – was lauded by brokers who felt that it did create a stir and raise awareness of insurance as a product.
“Yeah - while a lot of commercials try to sell something to guys with their belly full of beer, this one wants to make sure you remember your kids - with your belly full of beer,” wrote Harvey Kunz. “Compliments to the advertiser.”
“Did they?” wondered Bill Steele, as to whether the commercial was indeed a flop. “Seems that this commercial has created a whole bunch of buzz on the web. Everyone is discussing it. Isn't that the objective of good advertising?”
To see the original article and the commercial, click here.
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