The insurance category is as crowded as any, and with every brand offering nearly identical products, it was our task to make the launch of Liberty Mutual’s customized home insurance a truly memorable one for new and current homeowners.

In this campaign aptly titled “Something to Help You Remember,” Liberty Mutual uses “research” to uncover and employ age-old advertising tactics, tropes, and cliches like “nostalgia” or “exciting stunts” to help people remember to customize their home insurance.

New or current homeowners ages 25+ who have recently purchased, or are in the process of buying, a home.Homebuying is a hectic process with deadlines like offer submissions, deposits, and inspections. Additionally, the responsibility of then owning a home feels daunting. From the unexpected costs of maintenance to figuring out what a furnace should sound like, they’re going through a steep learning curve that feels more like home-unknowner-ship than ownership. Stressed with so much to remember, they don’t have a lot of mental availability to expansively research insurance companies and find the right policy to meet their individual needs. Our strategy was simple, take one big thing off their plate and make it as easy as possible to remember which insurance provider to seek out.

In a world of unknowns, customized home insurance from Liberty Mutual is the one thing they can get right.

“Something to Help You Remember” launched with the “Nostalgia” :30 and :15 spots on TV and digital, which took advantage of the timeliness of the holidays being right around the corner. We sustained the launch with forced :05 and :06 OLV, :30 radio spots, and a “repetitive” print ad for two local newspapers. Despite the ads being local, we garnered over 1.1MM earned and bought impressions.

The campaign will continue to be sustained with the “Exciting Stunts” work that we created for broadcast and digital, and further down the line a third set of work, “Slapstick Humor,” will go live.

Within the first few days of the campaign launch, the brand earned over 1MM PR impressions. And in less than three months, Nostalgia became one of the top five ads remembered among the industry.