Moving a brand from visible to meaningful

Challenge

Aside increased competition, Nationwide – one of the earliest providers of health insurance in Ghana – had a peculiar problem. Virtually every new prospect Nationwide approached recognized Nationwide’s logo but was unsure of what Nationwide offered customers. Our job was clear-cut: ensure everyone who sees Nationwide’s logo knows what Nationwide offers.

Big Idea

We are literally, Nationwide®.

Action

With a tight budget to work with, our strategy had to be very effective. We therefore chose media that would not only reach the target, but would also enjoy a high pass-on rate; print advertisements in two of the most patronized newspapers and out-of-home advertisement at Nationwide’s office overlooking one of the busiest routes target use. We made it abundantly clear to the target that wherever the logo is seen, subscribers can have easy access to reliable health care without having to pay cash.