Amazon Alexa Auto

Nationwide and Amazon teamed up to launch the new Amazon Echo Auto. Now, Nationwide customers can keep their hands on the wheel and ask their Echo Auto to play music, check the news or find the nearest gas station. They can also use the Nationwide skill for a smarter, safer driving experience.

The creative team was tasked with bringing this campaign to life — with over 60 activation tactics. The goal was to encourage potential customers to take advantage of this exclusive offer and to educate Agents on how they can use this promotion to drive new business.

Creative strategy:

Because of the sheer size of this campaign, we didn’t want to miss the opportunity to test. So we implemented a testing strategy which included:

• USPS Informed Delivery; a consumer-facing feature offered by USPS that provides users with a digital preview of their soon-to-come household mail. Senders can integrate digital campaign elements to enhance the experience, and track click-through rates to their website. Average open rates increased from 7% to 54%.

• URLs and QR codes that drove members to the campaign landing page were included on print tactics in order to understand which method was preferred.

• Animated banners were used for select agent and member emails to test which format drove higher engagement.

• Emoji subject lines were being tested on agent and prospecting emails to test open rates.

Below are just a few of the 60+ tactics created to support this campaign:

Agent direct mail:

Nationwide member website:

Project contributors:
Stephanie Queen (creative director)  |  Bryan Gasaway (creative strategy & lead designer)  |  Caroline Graf & Renee Kinkopf (designers)  |  Laura Massengill (writer)  |  Tara Roe (account manager)  |  Taylor Ely (project manager)