Liberty Mutual, the large Boston-based insurance company, says its new Olympic-themed ad is a first of sorts --- an ad inspired by a bad skiing injury and a tweet --- and the ad was put together in less than a week.
On Feb. 6, during a training run, Team USA moguls skier Heidi Kloser, 21, tore knee ligaments and broke her femur in a crash just as Liberty Mutual was rolling out an ad campaign titled “Rise” tied to its Olympic sponsorship of Team USA. The ads feature Olympic athletes from the past who overcame personal setbacks to go on to later triumphs.
Familiar with the Rise ads, advertising industry executive Alex Bogusky tweeted on Feb. 12 about how Kloser’s story would be a perfect fit for the “Rise” campaign.
Liberty Mutual agreed and turned to its new ad agency Havas Worldwide, which shares a corporate parent with Arnold Worldwide of Boston. The new ad first aired Feb. 19.
In December, Liberty Mutual said that Havas and the media-planning firm Optimedia would join Hill Holliday as its “agencies of record.” Hill Holliday created the original “Rise” ads.
In a statement, Paul Alexander, Liberty Mutual’s chief communications officer, discussed the Kloser ad.
“This new ‘Rise’ ad, featuring Heidi Kloser’s setback and the courage she has already shown to begin her comeback, which was set in motion by a tweet we received, is a real testament to the power of social media,” Alexander said. “At Liberty Mutual Insurance, active listening of social media informs out marketing communications efforts day-in and day-out. This approach allows us to be nimble in our consumer-focused activities, in this instance creating an of-the-moment national broadcast ad in less than a week that aligns with our existing integrated marketing campaign, demonstrates our support of Team USA and taps into fan interest in the Olympic Winter Games.”