Weather.com gave us a unique opportunity to leverage Liberty's creative assets in a unique way. Liberty’s mission is to help people live safer, more secure lives. We were able to animate this by securing fixed vertical sponsorships in areas that were most contextually relevant to auto, such as road conditions, all-weather driving advisories and weather triggered and seasonal tips. Combining that positioning with large, half-page animated flash units, it provided the perfect platform to communicate with our target.

The campaign was evaluated with an online brand awareness study that compared users who were exposed to our ads to a control group that did not see the ads. The medium and the message came together and the campaign was tremendously successful, significantly impacting five out of six branding metrics. For example, Unaided Awareness for Auto increased 261%, while Unaided Awareness for Home increased 657%.