Liberty Insurance launches advertising campaign and invites Brazilians to World Cup 2014
Insurance company brand campaign will have five-time champion and former captain of the Brazilian soccer team Cafu as the star of the campaign that have TV commercials, offline and online advertising, incentive campaigns for employees and brokers
 Liberty Insurance, a member of Liberty Mutual Group, one of the largest worldwide insurance conglomerates, launches today the new advertising campaign to consolidate the image of “2014 FIFA World Cup ™official Insurance Provider”. Liberty is the only company in the Brazilian insurance market that holds the sponsorship, that includes 64 FIFA World Cup 2014 matches, and 16 FIFA Confederation Cup 2013 matches.
The campaign, launched on May 07th, at an event at Pacaembu Stadium, was structured with a 360º communication strategy. The investment of 17 million Reais will have commercial spots on open and pay tv, magazines, online media and engagement activities on social medias, events and incentive campaigns for brokers and employees.
The campaign is based on sharing responsibility, on Liberty being recognized as the 2014 FIFA World Cup sponsor and on leveraging the Brazilian passion for soccer. “We believe that FIFA World Cup 2014 is an opportunity to Brazil to show the world that the country is a leading figure. We have no doubts about it. We believe that if everyone does their part with responsibility, this World Cup will be a great success”, states Adriana Gomes, marketing director of Liberty Seguros.
The institutional materials will be starred by the five-time champion and former captain of the Brazilian soccer team Cafu. “We wanted to show that Liberty has a strong identification with the Brazilian market, and Cafu embodies all values that are associated with our brand. He is responsible, optimistic, charismatic and an expert, and these values are all associated with Liberty. He is the player who best represents Liberty Insurance and the passion of Brazilian people” says Adriana Gomes.
Social Medias
Consumers will interact with the campaign at social websites. All communication actions will be on Facebook, Twitter and YouTube. The digitals channels will have new layouts and content related do FIFA World Cup to be more interactive for visitors. The communication will direct users to Liberty´s fan page and the goal is to expand the brand presence in the digital environment.
According to Adriana Gomes, as well as establishing the company as the official insurer of FIFA World Cup in 2014 among costumers, brokers, partners and employees, the campaign aims to expand the brand´s presence in Brazil. “Our operations in Brazil are increasing and new products and communications platforms are setting the stage for our growth. We consider that the online activities are very strategic, and we are dedicating 23% of our media budget for this channel, a percentage higher than the traditional media plans”.
Communication with brokers
The communication activities planned for brokers, that are the main distribution channel for Liberty products, include a series of sales campaigns that began in the 2nd half of 2011, and will happen throughout 2012, 2013 and 2014. Artilheiros Liberty is the first one and ends on June 30th. It will take 70 brokers, on October 16th, to watch a qualifiers match of the European Cup. Another 150 brokers will attend a match of the South American qualifiers for the World Cup on September 11th. 175 others will receive travel vouchers R$ 2.000 Reais.
Activities with employees
Specific actions have been developed for the 1600 employees of Liberty in Brazil. Employees will participate in competitions and games about Liberty´s products and businesses related to the FIFA World Cup and soccer games. Employees will accumulate “miles” and later redeem for prizes. “At the time of the campaign activation we expect to increase the pride of working at Liberty Insurance and of being part of the FIFA World Cup sponsorship. We invite everyone to share the moment with friends and family and together build a great brand” affirms Adriana. Official Insurer of 2013 FIFA Confederations Cup, Liberty Seguros supports official emblem release in Brazil
2013 FIFA Confederations Cup will take place in 5 Brazilian cities, from June 15 to 30th, as a preparation to
2014 FIFA World Cup ™
Liberty Seguros, a Brazilian operation of Liberty Mutual, is the official insurer of the most important international soccer competitions that will take place in Brazil in 2013 and 2014 – FIFA Confederations Cup and FIFA World Cup™. To enhance the soccer atmosphere, Liberty supports FIFA on the launch of the 2013 FIFA Confederations Cup official emblem that was presented today, February 1st, with an online banner on the company´s local website to celebrate the launch. The unveiling of the official emblem, which features a native Brazilian bird species, the Rufous-bellied Thrush, also celebrates the exact 500 days’ countdown for the championship.
Ronaldo Nazário de Lima, Brazil legend and current member of the LOC’s Management Board, said on FIFA´s official website: “To all of us in the Local Organising Committee, the FIFA Confederations Cup is much more than just a preparatory tournament for the FIFA World Cup,”. He also added: “We’re determined to put on a great fiesta next year, a genuine Festival of Champions”.
Adriana Gomes, Marketing Director from Liberty Seguros in Brazil, affirms that the company is pleased to be the official insurer of the FIFA events in the country. She adds that the “release of the 2013 FIFA Confederations Cup official emblem stimulates the Brazilian people to feel the real atmosphere of the competition. We believe that both championships are a great opportunity to develop the country, including the insurance segment.”
Under the World Cup spirit, Liberty Seguros releases interactive advertising for tablets
Official Insurer of the most important soccer competition in the world, Liberty Seguros released a game for soccer fans to experience the spirit of the 2014 FIFA World Cup™.
Liberty Seguros, 2014 FIFA World Cup™ Official Insurer, provided soccer fans with an incredible trip through time. An interactive advertising with a super intelligent Table Soccer was released in Época and Veja magazines for tablets, such as iPad, Galaxy Tab and Motorola Xoom. Web users of tablets could also play the game on link: www.libertyseguros.com.br/futeboldebotao.
The game allows users to play against the application itself or against a real opponent (in this option the two participants must use the same tablet). The arrow that moves each “player” changes size and allows the kick to have two different intensities: a strong and a lighter one. The winner is decided by the famous formula “the best of 3” and there is a board that informs the status of the game.
According to Tribo Interactive, the digital agency that has developed the application, it is the first time that a game like this is created in Brazil. “The biggest challenge was to make a project that includes interactivity, simulation of physics and artificial intelligence”, states Ricardo Schreier, Creativity CEO of Tribo Interactive.
Referring to the major soccer tournament in the world, the game allows users to choose from 26 countries, selected according to the world presence of Liberty Seguros.
“The Idea of the game is to innovate and engage people, promoting a major contact of the users with the brand”, states Adriana Gomes, Marketing Director of Liberty Seguros.  Former captain of the Brazilian team, Cafu participates in students meetings at North-American universities
Liberty Seguros promoted an event, on December 6, 2011, in São Paulo, with the governor of the State of Massachusetts, Deval Patrick, the five-time Champion of the Brazilian soccer team, Cafu, and Brazilian executives who have studied at universities and colleges in that State.
The Brazilian executives and alumni of Universities of Massachusetts that today work at national and multinational companies in Brazil, participated in the Alumni Reception, event sponsored by Liberty Seguros.
The purpose of the meeting was to strengthen networking, discuss new businesses and partnerships opportunities in the Innovation, Technology, Clean Energy, Science, Education industries and other strategic segments. The Alumni Reception was part of the agenda of the visit of Governor Patrick to Brazil entitled “Brazil Innovation Economy Mission 2011”, with the objective to seek economic growth and develop new partnerships between the State of Massachusetts and Brazil.
Liberty takes soccer to the XVII Brazilian Congress of Insurance Brokers
Liberty Seguros, 2014 FIFA World Cup ™ official Insurer, took part in the XVII Brazilian Congress of Insurance Brokers that happened on November, 2011 in Brasília. In the 700 square feet booth, an interactive soccer game tested the soccer skills of the insurance brokers who competed for prizes. The visitors of Liberty´s booth could further take the opportunity to share experiences and analysis in the insurance sector with the executives of the insurance provider that participated in the event.
Considered one of the major events of the sector, the Congress was held by Fenacor with the support of Sincor-DF and gathered over four million insurance professionals from around the country.
 Liberty Seguros is awarded with the best performance prize in Institutional Marketing
Liberty Seguros was awarded the best insurance company with an Institutional Marketing initiative at the Cobertura-Performance 2011 Prize held by Cobertura Magazine. The marketing case “2014 FIFA World Cup ™official Insurance Provider” was announced as the winner in November 7th, in São Paulo, at Fecomercio Event Center.
According to Marcos Macchini, commercial CEO of Liberty Seguros who received the prize on behalf of the insurance provider, the prize was a recognition to the company´s pioneering actions to integrate the group of the 2014 FIFA World Cup National Supporters to be headquartered in Brazil. “The support program will contribute with conditions for a new leap of the company in the domestic market. As sponsors of the 2014 FIFA World Cup™ we will be closer to the consumers”, said the business executive.
The Prize Cobertura-Performance, which is on its fourteenth edition, is held annually by the Revista Cobertura, a trade magazine focused on insurance brokers, insurance market and companies that provide services to the insurance market.
Liberty guarantees its presence in the friendly match: Brazil x Germany
Liberty, 2014 FIFA World Cup™ Official Insurer guaranteed its presence in the friendly match between Germany and Brazil in Stuttgart (Germany), broadcasted on August 10, 2011.
The brand was displayed in LED boards, in the lateral of the field (367,454 feet). The nationwide transmission aimed at increasing the visibility and exposure of the brand, in addition to associating it more directly to soccer world. Liberty Seguros is part of the Group of FIFA World Cup ™ national supporters in Brazil.
Liberty anticipates the 2014 FIFA World Cup atmosphere with FlashMob at host cities
2014 FIFA World Cup ™ is about to begin. And the happiness that the major soccer celebration brought back to Brazil, after 64 years, will not a be exclusive for the ‘cariocas’, the citizens of the city of Rio de Janeiro, who officially held the first event of FIFA in Brazil, the Preliminary Draw, on July 30, 2011.
Manaus, Natal, Fortaleza, Recife, Salvador, Belo Horizonte, Brasília, Cuiabá, Curitiba and Porto Alegre, host cities of the 2014 FIFA World Cup™, were also closely touched by the spirit of the event.
This happened because Liberty, the 2014 World Cup Official Insurer Provider, in partnership with other FIFA World Cup™ Sponsors, invaded the most important streets with a flash mob action to announce that the party had already begun.
The action took place the very same day that FIFA held its preliminary draw and occurred simultaneously in 10 of the 2014 FIFA World Cup host cities (except for São Paulo and Rio de Janeiro). All day long, actors dressed in soccer uniforms and an organized group of 12 soccer fans simulated soccer fields in the main and busiest crossings in each of the cities.
Two posts turned the crosswalk into a soccer field. The action lasted few minutes while the traffic light was red.
The act aimed at communicating – joyfully and playfully - that the 2014 FIFA World Cup is already a lively part of those cities and that the entire population needs to get engaged in the project. Liberty further intends to get even closer to its partners and clients throughout Brazil.
In World Cup atmosphere, Liberty Seguros gets ready for the 1st FIFA event in Brazil
Since it has been announced, as the 2014 FIFA World Cup™ Official Insurance Provider, last May, Liberty Seguros has been working at full steam to activate its sponsorship to the biggest event in the world. On July 30th, the company will take part of the first official FIFA event in Brazil. Marina da Gloria, on Aterro do Flamengo (Rio de Janeiro), will be the setting for the qualification draw of the groups.
The event will convene over two thousand people from the four corners of the world, featuring concerts and great personalities from the footballing world. A total of 166 member associations, from six football continental confederations (Africa, Asia, Europe, CONCAF - North and Central America and the Caribbean - and Oceania) will find out who will face the dispute for the 31 available slots in the 2014 FIFA World Cup ™.
The drawing, programmed to last 105 minutes is scheduled to start at 3.00 p.m. and will be broadcasted to 200 countries. The teams will be drawn based on their geographic locations. Two hundred and three nations signed up for the event. Brazil, the hosting country, is out of the drawing, since its place is already guaranteed in the tournament. In parallel to the drawing, FIFA offers the participants a series of opportunities for interaction and networking. On July 30th, Liberty Seguros, the other sponsors and the representatives of the host cities will have institutional stands in the same space.
In the preceding evening of the event, FIFA will be offering participants a great opening banquet, which will be attended by delegations, football personalities and sponsors. Liberty will be represented by Luis Marette, CEO of Liberty Seguros, Paul Alexander, Senior Vice President, Communications of Liberty Mutual, Luciano Calheiros, Chief Commercial Lines Officer, and Adriana Gomes, new Chief Marketing Officer of Liberty Seguros.
During the whole week before the event, the company will have representatives in roundtable meetings, media events and press, a real immersion into FIFA universe.
In order to brighten up the event, several Liberty hoists with stickers in reference to the 2014 FIFA World Cup 2014 ™ will parade the main streets and avenues on the route linking Santos Dumont airport to Leblon to announce that the FIFA World Cup ™ has already began in Brazil. "We want to show everybody how much Liberty is committed to the success of this event, the biggest event in the footballing world," said Luis Maurette.
Liberty Seguros seals the sponsorship deal with Fifa for Brazil’s 2014 World Cup
São Paulo, May 5, 2011 - Liberty Seguros, the Brazilian branch of the Liberty Mutual Group, has signed a sponsorship agreement with the Fédéracion Internacionale de Football Association (FIFA), and, as a result, has become the most recent sponsor in FIFA’s 2014 World Cup.
With the agreement, Liberty will integrate the group of national world-cup supporters which will be headquartered in Brazil. The sponsorship program gives Liberty the right to use, when providing its services, the title “Official Insurer of Fifa’s 2014 World Cup”. The agreement allows the use of the logo during the 2014 World Cup games, as well as in the 2013 Confederations Cup, also to be hosted by Brazil.
The sponsorship deal is a breath of new life back into the cycle of investments that Liberty has made over the last 3 years aimed at expanding its business throughout Brazil. In 2008, the company bought Indiana Seguros, an insurer focused on selling insurance in car dealerships and who is now a partner of nine new automotive trademarks present in the country. At the end of 2009, the firm brought its re-insurance division to the Brazilian market, Liberty Syndicates, and also began operations with Liberty International Underwriters (LIU), the group’s branch for special risks. At the beginning of 2011, the parent company injected US$ 100 million into the Brazilian operations, raising the southern subsidiary’s capacity for growth.
With expanding activities, Liberty is now among the five largest automobile insurance companies in the Brazilian market. Last year, local operations posted profit to the tune of R$ 1.9 billion, up 26% against the previous year.
For Liberty’s president and CEO, Luis Maurette, the sponsorship program opens the path for company to register new growth in the domestic market. “We are diversifying our operations and, as sponsors of the world cup, we will be even closer to consumers”.
"We are very glad to welcome Liberty Seguros as the newest member of FIFA’s sponsorship family. The fact that so many Brazilian brands are committing to the championship is great news for us and shows the importance of the event for Brazil, the country of football. Our expectation is that both parties manage to make the most of this agreement in terms of value," said FIFA’s marketing director, Thierry Weil.
For more information about the event, visit the FIFA’s official website. |