The Campaign

The "Life Comes at You Fast" spill. Nationwide Insurance had terrific product awareness, but the company was struggling to boost awareness of its financial-planning products. Marketing agency TM Advertising decided to blended blunt truth with subtle humor. The landmark advertisement for the campaign was installed in Nationwide's hometown of Columbus, Ohio, where a banner depicted a spilled paint bucket with paint dripping down the side of the building into the parking lot below. The eye-catching outdoor promotion not only had a tendency to stop traffic, but also garnered awards. Since the campaign, Nationwide's company profits have grown from $100 to more than $2 billion in 2006.