In a highly competitive insurance industry,
during one of the biggest convention event in San Diego where
20.000 people attending and having parties all around Gaslamp
area every night, how does Liberty Mutual stand out in the
crowd and impress its customers? How they can create brand
awareness on people walking outside of the convention center?
How their ad also can be seen at night by people coming out
of a night club?
Objectives:
The campaign objective was to generate awareness out side
of the conventions center and around the parties and special
events. Liberty Mutual wanted to highlight the numerous unique
benefits they offer their customers through using 5 different
messaging on the 30 pedicabs and drivers’ t-shirts.
They also wanted pedicabs to provide free rides to their customers
from a night club where they had a party at to their hotels
for 4 hours.
Strategy:
Targeted key high foot traffic areas where decision makers
commute, sponsoring Pedicab billboards and drivers and locating
them by the Convention Center, Hotels and special event facilities.
After a special company party at a night club in Gaslamp,
go green and use pedicabs to transport their guest to the
hotels all rides sponsored by Liberty Mutual for 4 hours.
Results:
