People on the internet
are big mad.
NATIONWIDE x TWITTER >
Can anyone else hear the yelling?
Insurance is often seen as the grumbling, bill-collecting machine that it is.
But what if, just for a moment, insurance decided to don a human soul and act like it cared about your everyday miseries?
What might it do?
Well, perhaps it would take notice of life’s relentless parade of minor calamities — that relentless “death by a thousand cuts” kind of feeling — and decide to lend a hand.
People spout all sorts of nonsense and grievances online, but amidst the noise, there’s a persistent trend that caught our eye — the astonishing number of coffee spills.
I mean, it’s a verifiable tsunami of spilled java out there. And oddly enough, no one seems too keen on addressing this catastrophe. It’s as if the internet is okay with continuing to be an endless echo chamber of complaints.
From spilled coffees to forgotten lunches, to the broken-hearted to those who’d lost their voices, we reached out to all of them.
And just like that, Nationwide made people whole by providing what we aptly called “social media insurance.” Because in the grand theater of life’s mishaps, it’s the small acts of kindness that can truly make the difference.
Concept + Storytelling + Creative Direction + Art Direction + Social
Ready to respond
Reaching out to these people when they had their loss wasn’t easy. It took lots of planning and even more legal oversight. Sometimes I wondered if there were more lawyers on the project than anyone else.
We created a nimble, dynamic team, ready to respond to tweets the second they appeared online.
Each response was heartfelt, partnered with a thoughtful gift, designed to stitch up the wounds of their heart and make them whole again.
It not only redefined insurance, but changed the conversation we had with Nationwide about what it means to show up in a human way. And this project reshaped the way we look out for each other in a digital age.
No better time than right now
In the whirlwind of today’s digital age, users pop on and offline in seconds. So we knew our responses needed to be lighting-fast.
Our team was ready to provide immediate support, helping users feel heard, valued, and appreciated in their moment of loss.
Keep
the vibes flowing
We struck a chord out in the ever-noisy digital landscape. Messages like these began popping up like daisies after our outreach.
It’s not every day you get praised for offering a hand without expecting anything in return.
The irony, of course, is that in some cases we weren’t these users insurer of record, but that didn’t matter. It was a testament to a timely, personal response in a world where many corporations seem to have forgotten that we’re all human.
And brands should act that way, too.
ABOUT
Burke Lauderdale is a freelance Creative Director, Art Director who believes that without grit there are no pearls.
He hangs his hat in Austin, Texas and works anywhere planes fly.
CONTACT
Always available via burkelauderdale@gmail.com
