Client 
Nationwide
I Am On Your Side
Challenge
We had spent more than five years carving out a unique space in the financial services industry for our client, Nationwide Insurance, by telling the world, "Life comes at you fast, be ready with Nationwide." Then last year, financial meltdown hit the world. In light of this unprecedented economic climate, Nationwide decided to go back to its roots, to reestablish itself as the On Your Side company. But we had to make sure we weren't just saying Nationwide Is On Your Side. We had to prove it. For us, that proof turned out to be Nationwide's people. The ones whose everyday actions say, I Am On Your Side. And so we set out to rebuild the bridge of trust, to establish a human connection, one story at a time.
Creative Solution
We decided the best way to tell the I Am On Your Side story, was to let the people of Nationwide tell their own stories. At the heart of it would be this microsite. Where customers and potential customers could come and actually meet the people of Nationwide. And experience their stories. One to one. Where they could feel these people's On-Your-Sideness. A place not constrained by 30-second increments. Or language censors. Or two-dimensionality.
We hired legendary documentarian Erroll Morris to capture the I Am On Your Side stories. And more importantly, to capture the people behind them. To create a true first person experience for whoever came to the site. The Nationwide people had to be authentic and genuine and accessible. And so did the site. We had to make it simple. And intuitive. And human.
Impact & Result
The I Am On Your Side microsite was the hub and soul of a national campaign: radio, television, online, print and outdoor. All media drove to the site. And while the other mediums enticed and intrigued people, the microsite was where I Am On Your Side became real. Where the people behind I Am On Your Side came to life. Where Nationwide became more than an insurance company–it became a collective of people who are On Your Side. The site resulted in increased quotes and inquiries to Nationwide, and it also drove company pride. The campaign began with us having to search out people to be a part of it. Shortly after the site went live, we had to set up procedures for dealing with all the people who wanted to tell their own story.