Big Little ThingsInsurance marketing
Insurance is perhaps the least sexy thing you could try to sell. You can’t see it, you can’t hold it, and you hope you’ll never have to use it. And selling it generally requires making people think about things they’d rather not think about: accidents, disasters, illnesses, and the like. Not an easy job.
That’s why I’m fascinated by The Responsibility Project, a new content campaign by Liberty Mutual. Here’s what they say about it:
It all began when we ran a TV commercial about people doing things for strangers. The response was truly overwhelming. Thousands of emails and letters from people all over the country thanking us.
We thought, if one TV spot from Liberty Mutual can get people thinking and talking about responsibility, imagine what could happen if we went a step further? So we created a series of short films, and this website, as an exploration of what it means to do the right thing.
We believe that the more people think and talk about responsibility, and even debate what it means, the more it can affect how we live our daily lives. And perhaps, in this small way, together, we can make the world just a little better.
It’s an unusual strategy. Conceptually, I think it’s super interesting. They are connecting their brand to the idea of responsibility, which is perhaps the main positive motivator in an insurance purchase. There’s fertile ground there for sure, but their tactical execution is super weak. The films and writings they offer are fine enough, but the website does very little to facilitate conversation. Maybe that’s why they have to buy huge ads to drive traffic to their site.
But still, they’re onto something, and if they get it right, they could build a brand that has valuable meaning. And it’s worth noting that the insurance industry has rewarded those brands that take unusual approaches to marketing. Consider Geico, and the tactical brilliance of their gecko mascot. Or Progressive, who published competitive quotes on its own site, and in so doing, built a brand that people trust.
Now here’s a question: would you rather be the marketing director at Liberty Mutual, Progressive, or Geico?
