If you saw the season finale of the hit NBC game show, Deal Or No Deal, last night, you might have caught the opening salvo in our new campaign for Liberty. The 60-second spot is kind of a pay-it-forward concept that demonstrates the infectious nature of doing the right thing and introduces the company’s new theme line, “Responsibility. What’s Your Policy?”
From the beginning, we’ve loved the concept of responsibility. As we discovered in research, this is one very hot subject in America. It’s such an emotional thing for people. The've got some very strong opinions about it. What it is and what it isn't. As a brand strategy, the timing couldn't be better for Liberty Mutual to embrace responsibility as its brand mantra.
The 60-second spot will be followed up with a series of four 30-second commercials as well as a print campaign that broke this morning in the New York Times and USA Today. The print will also be running in The Wall Street Journal, Forbes, Sports Illustrated and The Economist. Here’s the ad that ran in the NYT today:
Here’s the one that ran in USA Today:
>The Hill Holliday Interactive people have been a pretty busy bunch, too. Homepage roadblocks on CNNMoney.com and Weather.com ask visitors to answer survey questions like “Is a compact car driver more responsible than an SUV driver?” Users can click “yes” or “no” and see the survey results. A lot more interactive components are planned and we'll be rolling those out soon.
Non-traditional stuff figures heavily into the campaign, too, with some really exciting ideas being discussed. Nothing we can talk about yet, of course. But if all goes as planned, let's just say pretty soon you won’t be able to hear the word responsibility and not think of Liberty Mutual. That’s the mission anyway. So stay tuned for further developments.
