Explain Liberty Mutual's target audience to me.

[Rick Lee]

I don't think I've ever see a commercial that insults my intelligence as much as the Liberty Mutual ones with the "victims" standing in front of the Statue of Liberty expressing outrage that:

1) their car has depreciated before its first oil change
2) you should get a new car because you're shaken up
3) paying on time is doing the insurance company some kind of favor and you can't believe they raised your rates after a claim

I know most people are really dumb and easily susceptible to victim mentality marketing. But are people really that dumb? Surely, people have to know that, if an insurance company is going to buy you a new car to replace the used one you wrecked, they're building gap insurance into your premium. And if they're not going to raise your rates after an accident, you're going to pay higher rates before your accident. I would love to chat with the ad agency rep. who decided on this tactic. You couldn't comp me a Liberty Mututal policy after these commercials.

[Scuba Steve]

Yup. There probably isn't a person alive who doesn't know that a new car depreciates X amount the minute you drive it off the lot.

Well... maybe I should retract that because obviously they made that commercial for a reason.

[Por_sha911]

And, you are offended, why?

Seems like you are wasting a lot of mental and emotional energy for something that should be just ignored it like the 50,000 commercials out there.

Too much drama for no reason.

[Jim Richards]

The mute button is for commercials.

[island911]

Originally Posted by Rick Lee

..
I know most people are really dumb and easily susceptible to victim mentality marketing. But are people really that dumb? ..

A resounding YES!

[ckelly78z]

It's an epidemic with advertisers nowadays, I had to laugh last night at an add I heard that claimed thier new batteries were from 4% recycled batteries !? No one brags about only having 4% recycled material in their product, but they want the last word you hear from them to be "recycled", so it gives a you a feel good thought about them.

[Rick Lee]

Originally Posted by Por_sha911

And, you are offended, why?

Seems like you are wasting a lot of mental and emotional energy for something that should be just ignored it like the 50,000 commercials out there.

Too much drama for no reason.

Maybe it's just in the Phoenix market, but I don't think any other commercials run as often as those and I don't watch much tv other than while cooking dinner. And as a sales and marketing guy, I am kind of curious how/why they decided to craft such a dumbed-down message. I don't run with a PhD-heavy crowd, but I don't think I know anyone who doesn't understand the very basics of how car insurance works.

[HardDrive]

They're running a lot here in OH as well.

Rick, you have it all wrong. Its the new math. Under the new math, the insurance company owes you a great rate. The economy owes you a job. The world owes you happiness. Get with the times man.

[Por_sha911]

I understand the logic behind your objection to the "great deal" but as "a sales and marketing guy" you forgot the number one reason for commercials: to get the product noticed. The ad did it's job. Not only did you notice but you also are telling others about it as well. People with a bad driving record will gladly pay a little more to get the "benefits" of a newer car.

Frankly, I think the campaign is well handled. If anything, I would protest the one where the guy says his car depreciated 9%. Its should be more like 20-25% the moment the brake lights cross the curb.

[Por_sha911]

I like this one:


It plays on the feeling the Ins company is not on your side (which we all know is true when you get the first offer for a totaled car!)

[Rick Lee]

I'm one of those consumers who makes a note of which businesses not to patronize, often because of their commercials. Progressive is one I always hated too because of their commercials, but I was ok with them for my bike insurance (affiliated with USAA once they stopped writing bike policies) as long as they were still the best deal around. When they raised my renewal rate this year, despite no claims or tickets since having a bike, I dropped them like a bad habit.

[Por_sha911]

Don't be such a drama queen. Just go get a refill on the beverage when the commercial comes on.

[Rick Lee]

Originally Posted by Por_sha911

Don't be such a drama queen. Just go get a refill on the beverage when the commercial comes on.

I can't afford that much booze.

[ckelly78z]

Seems like alot of them can't give you a good rate on thier product or service, but are able to field a NASCAR team or a golf tournament. I guess it's all about getting noticed.

[quicksix]

Anyone "That drops forty grand on a minivan" deserves what they get.
On a related note, I really would like to do the AT&T girl.

[Rick Lee]

A few years ago, I think after he was convicted, but before he reported for prison, a pistachio company had Rod Blagojevich do a commercial with them. WTF? I emailed them that, although I was not their biggest customer, I would never spend another dime with them, knowing some of my money would be going into that crook's pockets. They actually replied that they just wanted to create a buzz.

[onewhippedpuppy]

Most commercials are marketing to the shallow end of the gene pool. You know, the people that are actually influenced by advertising and don't bother to actually research their purchases.

[Por_sha911]

Originally Posted by Rick Lee

They actually replied that they just wanted to create a buzz.

Duh? If you think that advertising is about information then you are in the wrong business.

[Por_sha911]

I guess Porsche didn't know what they are doing when they produced this:

Advertising is all about being noticed and talked about. Getting an emotional reaction of any kind. Subliminal innuendos that create association to or memory of the product.

[wdfifteen]

The audience is people who don't want to accept any risk at all. There are people who carry only the minimum legal liability and accept all the risk of their own loss, and there are people at the other end of the spectrum. It's just another product. I don't see why you are upset.