Role: Consultant / Creative Direction, Art Direction & Design
2017 Pappas MacDonnell
We do our best to stay on top of household expenses, and there’s not always a lot left over for savings. We have health insurance, but it wouldn’t cover any of those household expenses if something happened. A major injury could leave us strapped financially. We may need something that goes beyond my health coverage.
Introducing Liberty Mutual Accident Insurance. In case of an accident, it can help you focus on your recovery rather than worrying about your finances.
There are two main barriers: one is lack of awareness on the need and benefit of the products. The second barrier is to get prospects to consider buying these products direct online without the assistance of an agent.
A major illness could leave my family strapped financially and make me worry more that we won’t have enough money to maintain our current lifestyle.
Concept 1: Peace of Mind
Reassuring and empathetic, this campaign ties tangible, informative numbers to the household and unexpected medical expenses that we take care of. But more importantly it stresses the fact that we have you covered, so you can focus on what’s most important: recovering.
Concept 2: Living, Covered
Most of us have a good idea about what our major medical insurance covers. But what’s much less known is all of the life expenses that are not covered in case we get seriously ill or have an accident.
Rather than focus on what’s not covered, this campaign celebrates what is covered. It tells our differentiating story using positive, straightforward language and clean, relatable illustrations.