Experiential Marketing & Live Events

Sometimes a brand has to get away from screens and mailers to make a splash. Here’s a couple projects I worked on that were intended to be experienced in person.

Root’s Drop the Score initiative has one goal: Force the car insurance industry to remove credit score as a pricing factor. Credit score has long been a variable in premium prices, but unfairly targets disenfranchised and low-income individuals. Of course, this all glosses over the point that credit score is unrelated to driving ability.

For the National Association of Insurance Commissioners (NAIC) fall meeting in San Diego, we decided to take Root’s fight to the guys that make the rules. We deployed two sailboats in the San Diego Bay — right outside of NAIC’s meeting center — with Drop the Score messaging on the sails (typed out below), along with extension tactics to make sure the commissioners saw our work.

The tide is turning toward fair car insurance. | Fair car insurance is on the horizon.

The Columbus Crew SC almost hightailed it out of Ohio not too long ago. When new owners thankfully swooped in to keep the team in Columbus, Nationwide entered a sponsorship deal with the team — backed with fresh company-logoed kit designs.

Big news liked this requires at least a small celebration. So our ask was to create an engaging display that announced the partnership and showcased the great pride both Nationwide and the Crew take in our hometown. The display was planned for the Nationwide HQ lobby with public access for any and all Crew fans who were downtown.

Sadly, this work was ultimately shelved due to the pandemic. You can still view mockups of the display and corresponding copy below.

Nationwide wasn’t always the industry leader we know them as today. When the company was founded in 1909, it was basically organized by farmers with the intention insure other farmers.

110 years later, we decided to highlight Nationwide’s deep agricultural history in our booth at the 2019 American Farm Bureau Federation event. As a writer on this team, I was part of the concepting process and curated the copy for all of the booth touches. Some of the additional pieces included:

• Unique giveaway items that would leave a lasting impression on attendees (simple planting kits for people to start growing herbs at home)

• Interactive Alexa experience guided by target audience research (an attendee could ask, “When was Nationwide founded?” And receive their response.)

• Lead generation tactics, such as a history quiz iPad game that attendees could play at the booth

Click through the photos below for a closer look.