Liberty Mutual Insurance Releases A Series Of Commercials Featuring New Mascot LiMu The Emu

March 11, 2019 Sarah Cavill

The AFLAC duck. The Geico gecko. And now the Liberty Mutual emu. In a series of buddy-cop inspired commercials, LiMu the Emu and his human sidekick Doug are on a mission to educate consumers on Liberty Mutual’s customized insurance plans. Customer interactions can be tricky when you’re an unwieldy, small-brained bird, so hilarity ensues.

liberty mutual insurance limu emo

“We want to help our customers get the best value out of their insurance policy by customizing their coverage so they have exactly what they need and never overpay,” said Emily Fink, Chief Marketing Officer, U.S. Global Retail Markets at Liberty Mutual Insurance. “We're introducing this memorable duo of LiMu Emu and Doug to demonstrate Liberty Mutual's customized approach to insurance with a bit of surprise and humor.”

Keeping Pace With Competitors Was A Motivation Behind The New Mascot

Liberty Mutual’s agency of record points to the competitive nature of the insurance sector and a desire to stand out in a crowded market, with “LiMu and Doug [bringing] a much-needed emu-and-human-sidekick elegance to it all.” These memorable spots feature the dynamic duo interacting with potential Liberty Mutual Insurance customers. The pair convey the central message of unique insurance options for individuals, while managing LiMu’s confusion when he sees himself in a store window or eats the contents of a desk drawer.

LiMu is a mix of CGI and a real bird, and he is decked out in aviators and desk jockey shirt sleeves and tie — just like Doug.

The New Campaign Is A Departure From Prior Liberty Mutual Efforts

Liberty Mutual has relied heavily since 2014 on their “truth tellers” campaign, which features customers standing in front of The Statue of Liberty, earnestly explaining their most recent accidents or need to file claims. The truth teller commercials have become increasingly more amusing over the years, allowing Liberty Mutual to grow more comfortable with using humor. Enter LiMu. His hijinks are much more outwardly ridiculous, but the messaging remains consistent. Liberty Mutual wants to reassure customers they won’t over pay for customized plans, which taps into the consumer comfort zone with insurance products.

The LiMu campaign will be aired as 15 and 30 second spots on TV and radio, with cross-promotional social coordination, including Instagram stories, Facebook and Twitter.

Reimagining Your Insurance Marketing Win?

Contact Digital Media Solutions today.

About the Author

Sarah Cavill is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.
More Content by Sarah Cavill

Subscription Box News: Period Boxes Capture The Attention Of Women Consumers

Owned and operated primarily by female entrepreneurs, PMS and period boxes are finding success in the month...

Marketing With Babies And Puppies Makes Consumers Say Awwww

It’s hard to go wrong when incorporating babies and puppies into your marketing strategies.

Marketing Strategies and Lessons

It’s your journey. Visualize your victory.

Liberty Mutual Insurance Releases A Series Of Commercials Featuring New Mascot LiMu The Emu

Keeping Pace With Competitors Was A Motivation Behind The New Mascot

The New Campaign Is A Departure From Prior Liberty Mutual Efforts

Reimagining Your Insurance Marketing Win?

About the Author

Previous Article

Next Article

Liberty Mutual Insurance Releases A Series Of Commercials Featuring New Mascot LiMu The Emu

Keeping Pace With Competitors Was A Motivation Behind The New Mascot

The New Campaign Is A Departure From Prior Liberty Mutual Efforts

Reimagining Your Insurance Marketing Win?

About the Author

Previous Article

Next Article

Other content in this Stream

Olive Garden announced that on August 15, they will introduce a Lifetime Pasta Pass, with 50 up for grabs for only 30 minutes.

With a database of more than 1 billion global consumers, P&G has shifted from generic demographic targets to “smart audiences,” and its boosting revenue while bringing marketing spend down.

The mobile app install marketplace, and in-app marketing, offer opportunities for brands to target consumers, scale revenues and learn more about their users.

Infiniti and other car brands are responding to disruptions in the auto industry with creative digital activations.

With their new unbundled business class, Emirates is the latest airline balancing perks versus price when it comes to customer loyalty.

Omnichannel shopping continues to evolve as consumers experiment with different ways to shop online and off.

Subscriptions continue to flood the digital market space, and luxury travel brand Inspirato is the latest to launch a monthly service.

The 50th anniversary of Woodstock offers an ideal time to appreciate the lessons learned during those three days of rain and rock ‘n’ roll and how marketers can apply those lessons today.

Confessiongrams, the latest interactive campaign from Ally Financial, encourages Instagram users, particularly those in relationships, to discuss finances through a game of truth or dare.

Americans spend more in the summer, and CPG brands often capitalize on those relaxed summer vibes with marketing campaigns that capture the fun, frivolous nature of the warm summer months.

Shopper marketing is increasingly leveraging multiple channels, including digital media. Here’s a look at three recent shopper marketing campaigns that merged the physical and digital worlds.

For brands and nonprofits leading advocacy campaigns, social media, user generated content, hashtags and capitalizing on viral reach can be effective tools to raise money and awareness.

Uber looks to increase brand loyalty and revenue with a soft launch of a bundled subscription plan.

Social media is always on, but its users aren’t. So it’s important to know what days and times work best for your brand’s social engagement.

Twitter Arthouse brings together creators, influencers and video editors for a hands-on, optimized approach to Twitter-first marketing.

Local libraries and booksellers have historically offered summer reading challenges to keep young readers engaged, but this year’s unique digital summer reading activations have expanded.

Denny's won Father's Day marketing with a reverse influencer strategy that took a viral father and son duo from the couch to the diner booth.

The wearables market is experiencing tremendous growth and brands are seizing the chance to create omnichannel marketing optimizations.

As podcasts become more popular, subscription models and original content contribute to revenue gains.

Land Rover’s new campaign for the 2020 Range Rover Evoque targets women and young city dwellers through a mix of different activations across platforms.