• by Staff Writers , September 5, 2008

Finalist - Branded Content/Product Placement

Sheryl Standifer, senior vice president, media director; Rachel Bell, vice president, group media director; Sujatha Parthasarathy, associate media director; Neal Pickle, media supervisor; Carrie Hoppes, media supervisor; Renee Whittingstall, digital associate media director; Jeff Kempf, digital media supervisor; Sean Dorminy, account management supervisor; Jennifer Beck, account supervisor; Chelsi Runyan; account executive; Leigh Sander, senior vice president, creative director

Looking to compete with bigger-spending competitors, Nationwide took aim at a key psychographic target with an integration on the CMT Music Awards. The campaign built organically off of Nationwide's aleady recognizable tagline, "Life Comes at You Fast." At the CMT event (research showed a large portion of its customers were country fans), it sponsored a "Life Comes at You Fast" award, given to a star who had recently burst on the scene. To give consumers some ownership, the winner was selected via on an online vote. The insurance company also linked itself with other popular singers, not just the award-winner: Newfound stars played live on a Nationwide-branded stage.