There’s a campaign that’s been running for some time now. You’ve seen it, probably several times. Bet your first question was Are they really in front of the Statue of Liberty? not “How does it measure up on that scale of Good* advertising I saw on that blog?
See? It really is Good* advertising, and here are a few reasons why:
Really effective advertising is driven by consumer insight. It all starts with understanding the primary concerns, pet peeves, and pain points shared by members of your target audience.
The Liberty Mutual campaign doesn’t just leverage consumer insight. It’s BUILT on insight. It’s pretty much a textbook example of how to do it.
It’s almost as if the team that put this campaign together sat down with the research, developed a list of what people dislike most about car insurance (the providers, the experience, the product) and then went down that list, one by one, and developed an ad to address each individual pet peeve.
Actually I think that’s EXACTLY what they did. And that’s a great place to start ANY campaign. Making sure you’re talking about the things people really care about. (Not just what the client thinks is important.) So, right off the bat, we know it works from the Consumer POV. So what about the other categories of Good*ness?
Marketplace POV: How does what you are saying compare and contrast with what others in the marketplace are saying/have said?
The list of auto insurers competing on price is a long and largely undistinguished one. Not so many are trying to own consumer advocacy. So LM has a message that stands out against the noise.
Client POV: Is what you’re saying about the client something they actually say (or or should say) about themselves?
Definitely. Demystifying arcania on behalf of the consumer gets you on their side. After all, consumers have told researchers they EXPECT financial service companies to be opaque and misleading. It’s smart marketing to disarm that expectation.
Marketers POV: Does it let you own important territory and pre-empt others from taking over your corner?
See above. While others are fighting it out at the intersection of Price and Service, LM really only battles Farmer’s for the customer advocacy crown.(And they do it with much more deliberate intent.)
Agency POV: Does the concept depend on expensive time-consuming technique, or is it easily replicable across the campaign?
Big win here. All they have to do here is turn their writers and casting director loose, set up the actors in front of a green screen and shoot as many spots a day as the union will allow.
The takeaway here is that Good* advertising only happens when there’s a convergence of many important factors. And, as strategically sound as these spots are, they wouldn’t work if they weren’t expertly written, with a real ear for how people actually talk.
And the campaign would have worn out its welcome very quickly if the casting wasn’t excellent, and the visual concept distinctive yet not distracting. Put it all together and it’s pretty darn Good*.