How do we create a marketing campaign that generates excitement about a new product while still respecting the original?

  • Copywriting
  • Direct mail design
  • Graphic design
  • Marketing campaign
  • Marketing collateral
  • Social media design
  • Web design

The challenge
When Nationwide’s variable annuity business was behind goal—and behind the competition—the company launched a new rider as an optional add-on that would guarantee retirement income at higher payout percentages than its standard annuity product.

With the goal of awakening advisor interest and renewing sales momentum, this Fortune 100 company craved a splash marketing campaign that would stand out and entice advisors to sell Nationwide’s variable annuities product over those of competitors.

Social media

Creative consideration

The rider enhancement allowed advisors to offer clients one of the highest guaranteed income amounts available, but did not replace the standard annuity product. So, the key was creating a marketing campaign that would strike a balance between generating excitement about this new product while respecting the original.


Advisors targeted in this campaign


New variable annuity contracts with the new rider


Total in new premiums


Working within Nationwide’s brand guidelines while pushing the boundaries at the request of our client, we developed a marketing campaign that positioned the new rider option as analogous to an ice cream sundae—more is better. Through a series of touchpoints, including marketing collateral, social media graphics and a custom ice cream sundae kit direct mailer, we captured advisor attention to let them know that what was already sweet just got topped.



Direct mail


treetree is our go-to partner when we need smart strategy, uniquely creative execution and quick action. They never fail to deliver fresh concepts and ideas that bring our strategy to life in a relatable and relevant manner. treetree expertly balance the complexity of communicating financial planning products with the ever-decreasing attention span of consumers and the resulting need for information to be easily digestible. We feel lucky and proud to have such talented resources right down the street from us.

Dayna Parks | Sr. Consultant, Marketing Management, IPS Annuities Marketing | NATIONWIDE


hand using laptop with blank white screen

Event collateral