Objective:

Build brand preference by creating awareness of Liberty Mutual’s services and product differentiation.

Target Audience:

The Liberty Mutual target is predominately “psychographically” defined: well-informed, practical, responsible. National audience demographics: 42%M, 58%F Age: 49, Median HHI: $63.8K

How Magazines Were Used:

In the insurance category, the features that differentiate one product offering from another are highly detailed. A good magazine ad can invite a reader to spend a moment and get into a few specifics.

Results:

Improved attitudes toward brand by 9%

Industry Awards:

Other Recognition:

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