We got people to experience Roadside Assistance by offering it another place you need help on the road—a marathon.

The first insurance program ever created for a marathon, Roadside Assistance transformed the support Liberty Mutual offers drivers into a mobile experience for runners.

Runners of the Chicago Marathon and their friends and family simply downloaded the mobile app, built by Motigo. And Liberty Mutual took care of the rest.

So instead of delivering actual fuel, we delivered the emotional fuel of audio cheers sent from friends and family. These cheers played through runners’ smartphones at specific mile markers along the marathon course—triggered by GPS.

Roadside Assistance delivered on the objectives of increasing consideration for Liberty Mutual, creating brand engagement, and driving awareness.

It generated over 200 business leads for every hour of the race. People on five different continents sent audio cheers to runners in Chicago. Each runner got an average of 17 audio cheers.

And over 1.5 million people at the race witnessed the breakthrough power of Roadside Assistance—without ever breaking down.

Liberty Mutual wanted potential customers to know that they are always there to support you in crucial moments of need. Whether at the marathon or on the road, having the right support can be the difference between a painful experience and one that is filled with ease.

That's why LMI offers 24-Hour Roadside Assistance, which gives our customers the confidence that we will always have their back. The marathon is a great opportunity for people to experience this support in non-auto moments throughout the race by demonstrating ways that we have their backs, at all times.

After engaging with our brand, we want people to feel that Liberty Mutual cares about them, and in return they would consider our brand the next time they are in the market for their insurance needs.

Liberty Mutual Auto Insurance wanted to showcase their exceptional Roadside Assistance, a service that offers drivers additional support should something happen like getting stranded, running out of gas, or needing a spare tire.

We needed to come up with an idea for Roadside Assistance that could be developed into a robust program and would drive awareness, create brand engagement, and increase consideration for Liberty Mutual among prospective policyholders.

But how do you get people to experience the power of Roadside Assistance without already being a customer and being in trouble?