Liberty Mutual debuts integrated campaign in crowded marketplace

Share this content:
Liberty Mutual debuts integrated campaign in crowded marketplace
Liberty Mutual debuts integrated campaign in crowded marketplace

Auto and home insurance provider Liberty Mutual will debut its “Humans” integrated marketing campaign July 28 across the United States with the advent of the Summer Olympic Games, says Glenn Greenberg, senior public relations consultant at the company.

“The goal of the campaign is to drive incremental policies for Liberty Mutual and to make our current customers feel good about their choice of Liberty Mutual as their insurance company,” Greenberg says.

He adds that the “Humans” campaign, which features digital and television creative—the latter using actor Paul Giamatti's voice talent—is a continuation of the insurance provider's previous “Responsibility” campaign. However the “Humans” campaign, Greenberg says, has “a more direct relevance to the products we offer and services we provide.”

A particular challenge of the campaign, Greenberg says, is getting the attention of consumers. “The auto insurance advertising marketplace is very cluttered,” he explains.

The campaign includes 60- and 30-second television spots that will run during Olympic sporting events with high viewership, as well as on various cable networks; digital creative will be hosted on sites including The New York Times, Reuters, and the Huffington Post.

The campaign's Facebook app ties into the video creative as it “allows users to tag each other into ‘Human' experiences as seen in the television spots, and share with friends,” Greenberg says.

Greenberg did not release the budget for the campaign, however he acknowledged that the buy marks Liberty Mutual's “largest investment for a sporting event.”

Creative for the campaign was developed by Hill Holliday, the company's agency of record.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above