1. 9/30/2011
Moving NASCAR Fans to
Nationwide Customers
Nationwide Insurance has had a hand in NASCAR for the past
10 years. From more limited exposure in their earlier
involvement to the $30 million yearly commitment as title
sponsor for the past 3 years, the sponsorship has developed
tremendously as the strategy, sport and market have
evolved.
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2. 9/30/2011
Moving NASCAR Fans to
Nationwide Customers
Through ethnographic research, extensive consumer testing,
affinity and strategic partnership efforts and a deep
understanding of the sport itself, Nationwide's NASCAR
campaigns have currently grown to be one of the brand's
most successful integrated campaigns to date. All
throughout this growth and evolution, one thing has been
adamantly clear – success starts and ends with reaching and
engaging the fans in a meaningful, effective way across all
channels.
Key Insights
• NASCAR® is more than a sport,
part of their identity and
upbringing
• Driver is direct reflection of self
and on self
• Strong cultural bond based on
values
• In-group/Out-group effect - can
sniff out non-genuine interest
from the outside
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3. 9/30/2011
Driving Relationships With Roots
We will showcase the values of the Nationwide
Insurance brand and their relevance to NASCAR® fans.
We will earn fan loyalty by demonstrating the deep
relationships we’ve built - and are building - with
drivers, the sport and the culture of NASCAR®. In short,
we will allow fans to see the Nationwide brand through
the lens of NASCAR® - their passion, their culture.
NASCAR 2011
Dale Jr.
“Crowd”
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5. 9/30/2011
Dale Jr. &
Danica Patrick
“Go Long”
Product: Vanishing Deductible
Dale Jr. Digital
Product: Bundle & Save
Web Advertising
Dale Jr. & Danica Digital
Product: Vanishing Deductible
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6. 9/30/2011
Dale Jr. Email Blast
Product: Bundle & Save
NASCAR.com Opt Ins
NASCAR.com Opt Ins
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11. 9/30/2011
Dale Jr. & Danica Track
Brochures
Product: Bundle & Save and
Vanishing Deductible
At-Track Mobile Display
At-Track Data Collection
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12. 9/30/2011
At-Track Showcar Display &
Driving Simulator
At-Track Hospitality
2011 Show Car
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13. 9/30/2011
Show Car Hauler
Show Car Agent
Level Materials
Show Car Hero Card
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14. 9/30/2011
Sponsorship Successes
• Awarded NASCAR’s Marketing Achievement Award
in 2010
• Substantially increased unaided awareness over
the three years of the sponsorship
• More than doubled at-track data collection in
2010 and increased leads by more than 200%;
currently pacing 20% increase for at-track data
collection in 2011
• Experienced 67% year over year increase in new
policy growth
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