Liberty Insurance has launched a new campaign called ‘Ready for the Real World which was created by the agency goosebump.
“The aim was to create a campaign that, as well as working great on TV, could really come into its own on social,”says goosebump’s creative partner, Mark Nutley.
“We decided to see just how ready for the real world people really are, by asking them how they’d respond to a variety of possible calamities. We learnt that very few people know their ballcock from their stopcock and that hair straighteners are very important! The public really engaged with it, which made it fun to make.”
Sean Brett, Head of Strategic Marketing at Liberty Insurance, added, “the campaign aims to drive consideration and inbound activity for Home Insurance – building on the existing work in the campaign. The commercial sets up the brand proposition from the get-go, it sets up the problem, highlights a consumer need and provides a solution in the form of Liberty Insurance Emergency Home Repair.”
The media plan includes TVC, VOD, Channel 4 Property Domination, Radio, Digital Display & Social.
Credits
Client: Liberty Insurance
Strategic Marketing WEM: Sean Brett
Social Media Manager WEM: Patricia Santiago Peña
Brand Strategy Manager WEM: Laura Byrne
Social Media Executive WEM: Emily Kelly
Agency: goosebump
Creative Director: Peter Queally
Creative Partners: Mark Nutley & Pat Hamill
Digital Art Direction: Julie McMorrow
Copywriter: Luke Wright
Lead Planner: Emir Hatherell
Managing Director: Sarah Love
Senior Account Director: Sarah Clinton
Senior Account Manager: Anna Morrison
Head of Social: Lauren Murphy
Senior Social Content Manager: Nichola Henry
Media Agency: Mediaworks
Production: Invisible Thread
Director: Anna Rodgers
Producers: Zlata Filipovic & Aaron McEnaney
Post Production: Element
Audio: Beacon Studios
