Insurer
Nationwide announced Thursday that it is launching a new television ad campaign to coincide with the start of the Olympics.
The campaign, called “Songs for All Your Sides,” features the talents of singer-songwriters Rachel Platten, Brad Paisley, and Jon Batiste of
The Late Show with Stephen Colbert fame.
Nationwide’s intent with the campaign is to reinvent its image as a Midwest insurer that only sells auto policies.
The first ad will air during the Rio Olympics’ opening ceremony Friday night. Throughout the games, viewers will be treated to other ads by Nationwide, until the global sporting event concludes Aug. 21. The campaign itself will continue several months after the Olympics, revealed Nationwide chief marketing officer Terrance Williams.
The campaign follows Nationwide’s successful consolidation of all of its brands under one name—an effort that began back in 2014.
Ohio State University’s Fisher College of Business professor Deborah Mitchell praised the timing of the ad campaign to correspond with the Olympics, as well as Nationwide’s efforts to promote all of its services.
“The strategy is very sound and its completely on point,” Mitchell said. “It’s exactly where they need to go.”
The Columbus Dispatch reported that Nationwide did not reveal how much it spent on the campaign.
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