"Play was an invaluable part of the brand launch team. Their input resulted in the most memorable all-employee activity in Nationwide's history."
John Cook, Senior V.P. / Chief Communications Officer,
The old eagle logo was tattooed on employees' arms and inlaid in home pools. But the company had a new strategy, and management had a new brand to introduce. Enter Play.
We recognized that to accept the new brand, the 40,000 employees of Nationwide Insurance would need to honor their past and understand their future. Our assessment led to a multi-layered internal branding program we named FACES, designed to facilitate much-needed change.
Play worked with Nationwide on every aspect of the launch. Creative. Strategic. Visual. Logistical. Play developed the identity of FACES and created toolkits to help managers reinforce the new brand in their departments. We also led training programs for Nationwide brand ambassadors.
For the official launch, we created, scripted and produced 40 events at 30 different venues for 40,000 employees through live and satellite broadcast. Five bald eagles, honoring Nationwide's past, were ceremonially released during the event. Tagged for tracking on the company's intranet, the eagles' release and progress became a symbol of Nationwide's future.
A successful launch and culture shift. The program was awarded the Golden Quill from IABC and PRSA's Silver Anvil, recognized for its creativity and originality. More importantly, measurement tells us the program worked.
-86 percent (of randomly sampled Nationwide employees) understood the brand
-97 percent believed they can live it
-94 percent knew the tenets
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