COLUMBUS, Ohio-- Ringing cell phones are a welcome sound to Nationwide, so long as the company's longtime jingle is playing. Nationwide is one of the first companies in the U.S. to offer an advertising jingle as a ring tone. Trendwatchers have dubbed the phenomena "jingle casting."
The insurance and financial services company is reaching out to consumers offering its "Nationwide is On Your Side" jingle to cellular phone users through its web site. The ring tone offer is part of the company's new $58 million advertising campaign to increase brand awareness.
Nationwide authorized MIDIRingTones to provide one of America's most famous jingles to cellular phone users. The jingle, which has existed for almost 40 years, is downloadable through http://www.Nationwide.com and the MIDIRingTones web site, http://www.midiringtones.com .
"We want to reach consumers in every possible way," says Steven Schreibman, vice president of advertising for Nationwide. "Whether it's through television, billboards, online or cell phones, we want people to experience the Nationwide brand."
"We are excited to work with Nationwide to bring one of the first corporate jingles to the mobile personalization market," says Curt Fluegel, Founder, MIDIRingTones. MIDIRingTones was recently acquired by AG Interactive, the new media subsidiary of American Greetings Corporation. "Corporate jingles can be catchy and are a big part of pop culture -- we are excited to bring the Nationwide jingle to cellular customers across the country."
Nationwide's largest brand advertising investment to date is designed to raise awareness of its long-standing On Your Side brand. Advertising is focused in 15 markets, including Columbus, Ohio, Birmingham, Ala., and Greensboro, N.C. The campaign theme, "Life comes at you fast," takes a humorous approach to remind consumers the best time to plan for the future is now. The advertising launch is one aspect of Nationwide's reinvestment in its brand and On Your Side. Several projects to increase brand awareness are already underway, including the company's umbrella sponsorship of the Nationwide PGA Tour.
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