Liberty Mutual: Turning insurance from a necessary evil to a source of pride.
Before there was an Emu or infectious, “Liberty, Liberty, Liberty…” jingle, my partner and I were tasked with making Liberty Mutual a serious contender in the insurance space. Together with the brand team, we elevated broadcast, print, OOH, brand guidelines, direct response and more.
But it was our relationship with our digital clients that enabled us to launch Liberty Mutual’s most innovative partnerships: Bid Protection and Roadside (Marathon) Assistance.
Both projects created with Zack Holliday (GCD), Joseph Delhommer (AD, now ECD Amazon), Stephen Klinck (CD), Eric Stiles (CD), Brooks Hess (AD, now ACD PepsiCo), and Courtney Harris (ACD/CW)
Bid Protection is a first-of-its-kind partnership with eBay. The idea is simple: create the first insurance policy that protects against a different, but equally painful kind of loss–the loss of an eBay bid.
RESULTS:
1.5B impressions
eBay partnership drove more car insurance quotes in Liberty Mutual’s history
90% lift in traffic to LibertyMutual.com
Roadside Assistance: You typically only engage with your insurance company after your worst moments on the road.
So we created an insurance experience for people during their best road moment: completing a marathon.
RESULTS:
1.5M impressions and engagements
200 business leads per hour of the marathon
Participation across five continents
