Gene the Mortgage Guy had been a Nationwide spokesperson for years. But while his trusted voice resonated with customers, Nationwide had never leveraged his reputation in a full-fledged campaign.

So when Nationwide asked us to grow their relationship with the International Association of Fire Fighters, we thought this would be the perfect time to unleash Gene. We harnessed his trustworthy yet never overbearing personality to speak directly to the firefighters’ needs. Gene’s persona rang true with the firefighters, as call volume has already increased after just the first mailer.