Liberty Mutual iAd: Responsibility Meets Mobility
Liberty Mutual has become one of the first to embrace this newest form of mobile advertising, bringing together the iPhone’s unique functionality with rich content to create a deep, immersive brand experience. Hill Holliday worked directly with Apple’s development team to explore the possibilities of HTML 5 in building one of the world’s first iAds (see a recent story in the Wall Street Journal).
One main way the iAd helps people in their pursuit of responsibility is by suggesting random acts they can perform to make the world a better place. By shaking the phone people are given a number of acts to choose from, everything from signing up for a benefit run and adopting a pet to donating clothes to Goodwill and being a designated driver.
Once they decide on what acts they’d like to do, they can tell the world by tweeting directly from the ad through a Twitter integration that was the first of it’s kind. Incorporating a #doingtherightthing hash tag with the tweets allowed us to extend the reach and relevance of this piece well beyond the iPhone. Using the iPhone’s GPS and mapping functionality, people can even find places in their area where they can do some good immediately.
While in the iAd, people can also assess their own level of responsibility, get some inspiration from history’s greatest acts of responsibility and even crash a car to learn how Liberty Mutual helps get people back on their road.
Throughout their partnership, Liberty Mutual and Hill Holliday have constantly sought ways to stand out from the crowd. By combining a relevant message with this new interactive medium, the Liberty Mutual iAd gives people another way to think about responsibility and, more importantly, get in the act of doing the right thing.