Liberty Mutual Reinsurance: Making emotional connections

Liberty Mutual Reinsurance (LM Re) is dedicated and highly-esteemed part of Liberty Mutual Insurance, the global insurance giant. LM Re has a new ambition - to be recognised as a leader in its chosen fields and as a focused and firm-but-fair partner.

The reinsurance business is built upon trusted relationships, but some relationships are more sustainable than others. LM Re is a collaborative, committed and judicious partner which provides both long-term stability and responsive flexibility, by drawing upon the global strength of the Liberty Mutual Group and the deep expertise of its dedicated team.

The advertising campaign dramatises the experience and benefits of Mutually Rewarding Partnerships by showcasing simple but intriguing verbal 'partnerships' - compound words composed of mutually supportive elements which relate to the qualities and character of LM Re. Executions include 'CanDid' (Capacity and Credibility), 'KnowHow' (Expertise and Scale) and 'ProActive' (Support and Solutions). In an environment where competitor messaging tends to be generic and verbose, the subtlety of this approach is intended to surprise the audience by inviting them to interpret the layers of meaning and experience an 'a-ha' moment. 

The campaign is being activated in print and across digital channels to support the annual renewals renegotiation cycle. Pre-launch, the campaign was tested with reinsurance brokers by the marketing effectiveness consultancy System 1. They predicted the campaign to be in the top 1% of all B2B campaigns, with an exceptional effect upon brand building and an excellent potential to influence short-term sales.