Liberty Mutual is launching the first campaign developed by its new advertising agency of record, Havas Worldwide New York. Optimedia, part of Publicis Groupe, is handling media planning and buying.
The "See Car Insurance in a Whole New Light" integrated advertising campaign is straightforward and informative. The concept features people from different backgrounds and generations who share similar frustrations based on past experiences with their car insurance.
All of the common consumer frustrations depicted in the new ads regardless of background or
situation highlight the message that consumers need to have the right protection. Then, the ads highlight Liberty Mutual's focus on providing clear solutions with Liberty Mutual products, including
Accident Forgiveness, Lifetime Repair Guarantee and Better Car Replacement.
The ads all end with the tagline: "See Car Insurance in a Whole New Light."
"Liberty Mutual helps people live safer, more secure lives, and we want these ads to reflect our commitment to taking care of our customers," said Anthony Storm, senior vice president and Chief Marketing Officer, Liberty Mutual Personal Insurance. "In a category where trivial humor can often distract from substance, we saw an opportunity to talk honestly with consumers about providing the right protection for what they value most in their lives."
The campaign includes 30- and 60-second commercials that run on a variety of network and cable properties, including CBS, NBC, ABC, HGTV, Food Network, History, A&E and ESPN. One of the new “Whole New Light” spots can be seen here.
The campaign also includes online video and banner ads, as well as social media efforts with the #SeeTheLight hashtag to link brand activity across all platforms. In addition, the initiative will introduce newly re-branded social channels for Facebook, Twitter and YouTube.
Liberty Mutual's last campaign "Rise" with Hill Holliday featured Olympic athletes and centered on the theme of "Rise" to celebrate what can be achieved through adversity and showcases the determination in all who face a setback.