Winner: Liberty Mutual Insurance—RISE Campaign & The Ad Inspired by a Tweet
In sports, as in life, good things don’t come easy. We get knocked down and we have to get back up. Making it to the Olympic and Paralympic Winter Games as a Team USA athlete requires the ability to come back time and time again, with extraordinary discipline, determination and the help of coaches, friends, family and fellow athletes. Liberty Mutual used their experience helping customers orchestrate their own comebacks as the inspiration for their Olympic Rise campaign.
The campaign used social media to combine the brand’s role as official sponsor of Team USA in the 2014 Olympic Games with the brand promise through a series of videos profiling the personal comeback stories of ten current and former Team USA Olympic stars. In the Months leading up to the Olympic Games, Liberty Mutual unveiled these short films through social channels and on the RISE Website. A week was dedicated to each athlete, complete with a takeover of the Liberty Mutual Facebook cover photo, Twitter skin and YouTube skin all highlighting the Athlete’s compelling story. The campaign resulted in 11.5 million views, over 5 million engagement and nearly 800 million impressions across Facebook, Twitter, YouTube and LinkedIn.
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