In June, Liberty Mutual Insurance and eBay teamed up to create a unique program, called Bid Protection. The campaign, created by Havas Worldwide New York, gave eBay bidders the chance to win back the item they lost in the auction.
The initiative highlighted how Liberty Mutual Insurance provides protection for all areas of your life: your car, your home, and even your eBay bid. Because people shop on eBay for the things they need and love, when you lose an item on eBay, it feels like a real loss. So after signing up for Bid Protection, each time someone got outbid on an eBay auction, they could enter for a chance to get the exact item they got outbid on. Liberty Mutual Insurance provided (10) lucky winners with a matching replacement for free, and bidders won everything from cars to big-ticket items for their home.
Bid Protection was a natural fit for both eBay and Liberty Mutual Insurance. In a business defined by loss, it was the perfect opportunity for an insurance brand to show eBay users what they had to gain, not what they had to lose.
Bid Protection aimed to drive unaided brand awareness, consideration, and leads. But more than that, Liberty Mutual Insurance wanted to add true value to its consumers' eBay experience.
As a company, Liberty Mutual Insurance believes that everyone deserves to be in control of their own lives and unlike category competitors, the brand empowers people in their daily lives to live without worry. In this case, the brand empowered eBay users to assure them that their lost bids would not be lost causes. Partnering with eBay was a friendly reminder that Liberty Mutual Insurance has your back even when you are bidding on the things you love.
Kicking-off on June 1 and ending September 1, this three-month program allowed eBay users to sign-up for the "Bid Protection Sweepstakes" as well as complete a Liberty Mutual Insurance quote for a $10 eBay gift card. Both executions were driven from high-impact digital banner assets across the eBay.com site and directed traffic to customized landing pages for a unique user experience. Across the social media board, Liberty Mutual Insurance teamed up with blogging influencers to talk about the eBay program and drive users to the sweepstakes sign-ups page and posted content across Facebook and Twitter to engage their followers. Additionally, eBay sent various customized emails to it's users prompting them to learn more about the program and sign-up. Essentially, the program gave eBay users a second chance to win the items they wanted. All they had to do was sign-up and bid. If they got outbid, 10 lucky winners got the item they lost, replaced by Liberty Mutual Insurance...for free. And 3 of those 10 winners got a car.
