DRIVER SEAT PROGRAMME for Liberty Mutual

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DRIVER SEAT PROGRAMME

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Industry Insurance
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: LIBERTY MUTUAL
Product/Service: INSURANCE
Senior Vice President Consumer Marketing: Greg Gordon (Liberty Mutual)
Consumer Marketing Group: Nicole Guidara (Liberty Mutual)
Consumer Marketing Group: Julie Brassard (Liberty Mutual)
Partner, Business Director: Heather Fullerton (StrawberryFrog)
Creative Director: Josh Greenspan (StrawberryFrog)
Copywriter: Jed Cohen (StrawberryFrog)
Art Director: Karl Haddad (StrawberryFrog)
Account Manager: Britta Schell (StrawberryFrog)
Lead Producer: Katie Lewis (StrawberryFrog)
Executive Creative Director: Kevin McKeon (StrawberryFrog)
Media placement: Online Game - Libertymutual.com - June 2009
Media placement: Print - Hartford Courant - June 2009
Media placement: PR Event - Hartford, CT - June 2009
Media placement: Radio - NE USA - June 2009
Media placement: Online Game - Facebook - June 2009
Media placement: Banner - Cnn.com - June 2009
Media placement: Mobile App - iTunes - January 2010

Summary of the Campaign
Baby Boomers have a difficult time speaking to their parents about when to limit or stop driving, yet most seniors are open to talking about their increased driving risks. This campaign sought to fill those gaps by creating awareness among Baby Boomers, with an empathy-driven angle. The multiplatform integrated campaign allowed Baby Boomers to drive a mile in their parents’ shoes through real world and virtual experiences: PR driving events, online games, a custom senior simulator suit, and paid media. A multitude of press exposure, including a segment on Good Morning America, resulted in more than 10MM impressions and over $800K in advertising value equivalency.

The Goal
The goals of this initiative were to raise awareness and empathy among Baby Boomers of the driving challenges facing their aging parents; ultimately encouraging safety conversations with senior loved ones. The Baby Boomer target, born between 1945 and 1961, are the core consumer target for Liberty Mutual, and empowering the safety and responsibility of American families at the core of the company's mission. An in depth national survey of Baby Boomers conducted in 2008-9 revealed attitudes around driving safety, aging, communication, emotions and sensitivities of both Baby Boomers and Seniors.

Results
Metric results indicated that public awareness of senior driving grew during the campaign. A multitude of overwhelmingly supportive press coverage in each region, including a segment on Good Morning America and a story on the front page of the Boston Globe website, resulted in more than 10MM impressions and over $800K in ad value equivalency. Additionally, the campaign increased downloads and play of the game across Liberty Mutual's website, iPhone, and Facebook platforms. While Liberty Mutual remains apolitical and concerned only with the safety of its customers, it is notable that several states have since begun legislation to change senior driving laws in 2009-10.

Execution
The multiplatform integrated campaign targeted Baby Boomers and press in relevant direct channels and in person events in California, New York, Connecticut and Kentucky. At events in each region, members of the press drove with a professional driver while wearing the Senior Simulator, a suit that physically simulates the impairments of aging, such as slow reflexes and joint pain, and also underwent an eye exam with simulated eye disease glasses. The press and public could also play the Driver Seat Game (on web, iPhone, Facebook) giving players a taste of how senior aging impairments affect driving safety, as did multiple format banner ads. A radio spot highlighted the awkward conversations we have with our parents throughout life. Print ads brought to life the vision challenges seniors face. Resources on the Liberty Mutual website offered conversation starters, tips, and solutions.

The Situation
"Helping people live safer, more secure lives” since 1912, Boston-based Liberty Mutual Group is the eighth-largest auto and home insurer in the U.S. Empowering responsibility and safety extends to all aspects of its customer relationships and product offerings. With America's rapidly greying population, Liberty Mutual recognized that families needed more information and resources to responsibly address senior driving safety.

The Strategy
The campaign strategically targeted Baby Boomers and press by highlighting the specific difficulties and impairments of aging that could affect senior driving safety, with tactics that bring them to life in a realistic experiential manner. A personal yet direct approach sought to cultivate empathy and help Boomers understand what their aging parents are experiencing, so to best have a respectful and effective family conversation about senior driving and ultimately reach the right decision as to whether the individual senior should continue to drive. Strategic amplification of the campaign rested largely in targeted PR efforts in 4 regions, and secondarily in corresponding paid media creative.