Goosebump has created a new campaign for Liberty Insurance called Ready for the Real World which highlights the insurer’s motor insurance offering.
“Last year we continued to create work under the “Ready for the Real World” platform with an execution supporting our home insurance offering. Buoyed by its strong performance, we were ‘ready’ to use the platform once again, with this year’s execution aiming to give fresh impetus to our motor insurance offering,” says Liberty Insurance brand manager, Laura Byrne.
“The idea of doing something playful and fun for motor insurance appealed to us. Bumper cars bring out the fun in us all. But at the same time the idea was a great way of expressing our key message. We identified that over 70% of Liberty Insurance Direct Motor customers renew each year, through research we established that this stat was particularly impressive and motivating for both new and existing customers. Whilst most other insurers are still focusing on functional discounts and add-ons it was this distinctiveness we felt we needed to stand out from the crowd,” she says.
According to Sarah Clinton, senior account director, Goosebump: “the script really does put the customer in the driving seat. We can never be sure exactly what we are going to get until the cameras roll, but a great client, cast and crew made it all come together”.
Pat Hamill, creative partner at Goosebump adds: “Building on the creative approach for the home insurance campaign coupled with this strong 70% renewal stat was a great starting point. Brendan Fuller does a great job of presenting and putting the participants at ease. I think jumping into a bumper car and whizzing around for a few minutes was just the type of escape everyone could do with right now. So, the atmosphere on set was good and I think that comes through in the commercial”.
The media plan includes TVC, VOD, Radio, Digital Display & Social.
Client: Liberty Insurance
Head of Marketing WEM: Borja Lozano
Brand Manager WEM: Laura Byrne
Social Media Manager WEM: Patricia Santiago Peña
Creative Partners: Mark Nutley & Pat Hamill
Digital Art Direction: Sarah Egan
Copywriter: Luke Wright
Lead Planner: Keith Murray
Managing Director: Sarah Love
Senior Account Director: Sarah Clinton
Senior Account Manager: Anna Morrison
Account Executive: Grace O’Donohoe
Head of Digital: Philip McCutcheon
Senior Social Content Manager: Nichola Henry
Agency Producer: Dave Brady
Media Agency: Mediaworks
Director: Rory Hanrahan
Producers: Keith Bradley, Ross Killeen & Tess Bunworth
Post Production & Audio: Motherland