Every day, millions of people get outbid in eBay auctions. And while the experience may be virtual, the loss feels very real. That insight led to Liberty Mutual Insurance partnering with eBay to create Bid Protection—the first-ever way to help insure eBay bids.

All someone had to do was sign up for the Bid Protection Sweepstakes, bid on everyday items or even a big-ticket item a like a car, and if they got outbid, they could still get the item they wanted. That great 55” TV someone nabbed? We got you covered. Think you lost that perfect ride? Think again. Bid Protection kicked in when people got outbid in their eBay auctions, and Liberty Mutual Insurance delivered the items bidders would’ve missed out on directly to their doorsteps—with everything totally free of charge.

By challenging category perceptions, Bid Protection drove the most car insurance quotes of any effort in Liberty Mutual’s history, the most traffic to LibertyMutual.com in 2015, a 90% lift in brand awareness online, and 1.5 billion impressions. But More importantly, it changed the conversation, and showed how insurance can be about what you have gain, not what you have to lose.