We were tasked to help gain awareness and preference for a newcomer, Nationwide Financial, in the South Asian consumer market where two key players held majority market share in the financial services category.
Our goal was to disrupt the stale financial services category – financial services didn’t have to be boring and expected. Mindful of the need to align with the general market platform of “Life Comes At You Fast,” our creative highlighted the various life stages and cultural moments of South Asian families in compelling, lighthearted, and resonant ways, leaning into the South Asian sense of humor and affinity for entertainment.
The campaign achieved 83% brand awareness among South Asian for Nationwide Financial in just one year, and significantly narrowed the gap with competitors across familiarity, consideration, and opinion measures.
“We needed a strong agency partner to put Nationwide on the map in the highly competitive South Asian market, and APartnership was that and more. Their understanding of the market, and insight-led creative work, yielded a campaign that far exceeded our expectations in its ability to generate awareness and shape attitudes.”
Tariq Khan, VP Market Development & Diversity, Nationwide