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.

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