Insurer Unveils ‘Responsible’ Policy

BOSTON Hill, Holliday, Connors, Cosmopulos today launches its first work for insurer Liberty Mutual here since winning the account last October following a review.

The TV, print and online push from the Interpublic Group agency introduces the tagline, “Responsibility: What’s your policy?” The campaign kicks off with a 60-second spot set to air tonight during the season finale of NBC’s Deal or No Deal. Four additional 30-second spots are also in the mix.

Media spending for the campaign is close to $40 million, per Hill, Holliday.

The effort seeks to express themes of responsibility by showing ordinary people doing small but important things to make everyday life a little better. In one busy street scene, a man is shown helping a young mother in difficulty as she wheels her baby in a stroller.

The “Responsibility” positioning replaces the slogan, “It’s more than insurance, it’s insurance in action,” used in spots that broke one year ago from MDC Partners’ Kirshenbaum Bond + Partners in New York. That work targeted corporate and individual consumers and positioned the company as a proactive insurance partner that stays ahead of the curve.

“Responsibility is a core value for people and is at the heart of our mission helping people live safer, more secure lives,” said Steve Sullivan, Liberty Mutual senior vice president, communications, in a statement. “Our new advertising reinforces this core value while asking consumers the thought-provoking question, ‘Does your insurer share your philosophy?'”

Mike Sheehan, president and CEO of Hill, Holliday here, described the new work as “an authentic, differentiating rallying cry for Liberty Mutual and its customers. Beyond being strictly about Liberty Mutual, this campaign is about recognizing, celebrating and ‘living’ responsibility.”