Recently Nationwide Insurance has been running a commercial on TV touting its car accident iPhone app and everything it can do. I think this app is a great creation. It brands Nationwide. It shows their current customers that they care enough to go the extra mile and create something specifically for them. It also shows prospective customers that they have something other insurance companies don’t. I just don’t understand why they would spend the money to make and air an entire TV commercial dedicated to this app.
I’m not against TV. I think TV advertising has its place and will for a long time. But it should speak to the people watching TV. Most people watching TV don’t have an iPhone or interest in the technology. I think Nationwide would have been better suited with a rational benefit to draw in a wider swath of people and drive them to their website. Once you get them to the website, you can drive people interested in the iPhone and the app to a special section that explains everything available in the app. By doing this you don’t exclude the non iPhone bunch right off the bat.
As a complement to the new TV commercial, Nationwide could run banners on technology centered websites that would be more likely to have people who are interested in an iPhone app. This way the TV commercial reaches a wider audience while still appealing to technology fans by driving them to the website. At the same time they are more focused with their app centered advertising instead of wasting that media space.
You can check out the spot here.
What do you think about this TV spot? Is it a good use of TV space?