With the launch of Apple’s iPad, Liberty Mutual announced that through its partnership with Time magazine, it will provide iPad users with interactive advertisements.
Paul Alexander, senior vice president, communications, Liberty Mutual Group, said the iPad advertisements allow the company to “combine online, print and broadcast into one interactive, digital experience that literally jumps off the page.”
The Liberty Mutual advertisements will debut in the April 12 issue of Time’s first iPad edition. Ads will include product information as well as entertaining content from the insurer’s The Responsibility Project.
The premiere ad, which is an extension of Liberty Mutual’s current TV ad campaign, will focus on the company’s auto insurance capabilities. The first screen that users will see is a print headline in the form of a warning label that says, “After totaling your new car, things will never be the same. Except the replacement car we give you. That will be the same.”
From there, users will be encouraged to “swipe down” to watch a short, digitally-enhanced video that shows a totaled car replaced with a brand new one.
Source: Liberty Mutual Group
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