Nationwide.

Category sameness

Recall testing showed consumers routinely attributing Nationwide’s advertising to competitors. In a category where the product is functionally identical, distinctiveness is the entire asset — and it was leaking.

Be where the city already is

We synchronised the fleet to the civic calendar: home games, festivals, marathons, parade routes. The trucks did not interrupt those moments, they attended them.

Creative rotated on a two-week cycle so repeat exposure stayed fresh, with a permanent local reference in every execution.

Still being talked about

Aided awareness lifted forty-two percent across activated metros, and misattribution to competitors fell sharply.

Organic social mentions ran at three times the category benchmark — the campaign generated its own earned media simply by showing up where people already had their phones out.