{"id":7232,"date":"2019-07-26T03:26:45","date_gmt":"2019-07-26T00:26:45","guid":{"rendered":"https:\/\/super-news.info\/es\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\/"},"modified":"2019-07-26T03:26:46","modified_gmt":"2019-07-26T00:26:46","slug":"los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\/","title":{"rendered":"Los extra\u00f1os anuncios de Liberty Mutual funcionan y le explicamos por qu\u00e9"},"content":{"rendered":"<p> [ad_1]<br \/>\n<\/p>\n<div id=\"textoNoticia\">\n<p class=\"excerpt-single\">El cambio de agencia ha supuesto una evoluci\u00f3n de c\u00f3mo la compa\u00f1\u00eda enfrenta sus campa\u00f1as publicitarias, tanto spots de televisi\u00f3n como creatividades en la prensa m\u00e1s tradicional. Gracias a ello, su recuerdo espont\u00e1neo ha aumentado un 25% a\u00f1o tras a\u00f1o.<\/p>\n<\/p>\n<p>Extra\u00f1os pero convincentes. As\u00ed podr\u00edan definirse los anuncios que la compa\u00f1\u00eda aseguradora Liberty Mutual ha publicado en los \u00faltimos 18 meses. \u00bfEl &#8216;culpable&#8217;? El cambio de agencia publicitaria, a la que no le han cortado las alas de su creatividad: Goodby Silverstein &amp; Partners. De <strong>esa mente creativa surgi\u00f3 una las campa\u00f1as m\u00e1s brillantes<\/strong> de la compa\u00f1\u00eda: la nueva serie de spots de <em>Truth Tellers<\/em>.<\/p>\n<p>Durante a\u00f1os la publicidad de Liberty Mutual ha contado con un escenario inconfundible: <strong>la Estatua de la Libertad<\/strong>. Con su nueva agencia, esta esencia no se ha perdido sino que se ha mejorado. El humor y los personajes singulares toman el protagonismo de una campa\u00f1a que, en palabras de la compa\u00f1\u00eda tal y como recoge<em> AdWeek<\/em>, est\u00e1 funcionando.<\/p>\n<p>&#8220;Hasta<strong> las personas m\u00e1s exc\u00e9ntricas<\/strong> pueden personalizar su seguro de acuerdo con sus necesidades espec\u00edficas para ahorrar dinero. Desde <strong>un adicto al fitness<\/strong> a un aspirante a presentador de noticias, pasando por un testigo protegido&#8221;, explica la agencia, &#8220;cada individuo muestra c\u00f3mo los planes de seguro personalizados funcionan&#8221;. Ah\u00ed <strong>reside el \u00e9xito de la campa\u00f1a<\/strong>, personajes extra\u00f1os que llaman la atenci\u00f3n del espectador, incluso llegando a empatizar con ellos.<\/p>\n<p>\n\t\t\t\t<iframe loading=\"lazy\" src=\"http:\/\/www.youtube.com\/embed\/8VDrIOtyno8?enablejsapi=1&amp;version=3&amp;rel=0&amp;showinfo=0&amp;controls=0\" id=\"iframePlayer\" width=\"940\" height=\"529\" frameborder=\"0\" webkitallowfullscreen=\"\" mozallowfullscreen=\"\" allowfullscreen=\"\"><\/iframe>\n\t\t\t<\/p>\n<p style=\"text-align: center;\">Si no visualiza correctamente el v\u00eddeo embedded, haga clic aqu\u00ed<\/p>\n<p>La compa\u00f1\u00eda de seguros ha ido de la mano tambi\u00e9n de la GS&amp;P en su \u00faltimo lanzamiento <em>LiMu Emu and Doug<\/em>, un proyecto en la que han visto un fuerte aumento del llamado conocimiento espont\u00e1neo. Es decir, la audiencia reconoce a la marca en los anuncios. Todo un \u00e9xito.<\/p>\n<p>&#8220;El humor ha sido efectivo para nosotros, sobre todo para impulsar el recuerdo de anuncio (ad recall)&#8221;, ha explicado a Adweek Jenna Lebel -vicepresidenta de Marca y Marketing Integrado de Liberty Mutual-, &#8220;Ha sido genial ver el progreso que hemos logrado con la campa\u00f1a. <strong>Nuestro recuerdo espont\u00e1neo ha aumentado un 25% a\u00f1o tras a\u00f1o<\/strong> gracias a la evoluci\u00f3n de <em>Truth Tellers<\/em> y el lanzamiento de <em>LiMu the Emu.<\/em><\/p>\n<p>\n\t\t\t\t<iframe loading=\"lazy\" src=\"http:\/\/www.youtube.com\/embed\/QcOTtwXjXaU?enablejsapi=1&amp;version=3&amp;rel=0&amp;showinfo=0&amp;controls=0\" id=\"iframePlayer\" width=\"940\" height=\"529\" frameborder=\"0\" webkitallowfullscreen=\"\" mozallowfullscreen=\"\" allowfullscreen=\"\"><\/iframe>\n\t\t\t<\/p>\n<p style=\"text-align: center;\">Si no visualiza correctamente el v\u00eddeo embedded, haga clic aqu\u00ed<\/p>\n<p>Los spots de <em>Truth Tellers<\/em> se han visto renovados en t\u00e9rminos de producci\u00f3n y escenograf\u00eda, dejando de lado la imagen est\u00e1tica a la que ten\u00eda acostumbrado al p\u00fablico. Por su parte, <em>LiMu Emu y Doug\u00a0<\/em>muestra una historia de acci\u00f3n casi-policiaca entre amigos con caracter\u00edsticas un poco &#8216;especiales.<\/p>\n<p>&#8220;<strong>LiMu no es m\u00e1s que un p\u00e1jaro salvaje con un uniforme amarillo perfectamente almidonado<\/strong> y gafas de sol&#8221;, explican desde la agencia, &#8220;<strong>Doug es un experto altamente capacitado en seguros personalizables<\/strong> que se desempe\u00f1a como ayudante y socio de LiMu en el crimen. Juntos, son imparables cuando se trata de salvar a las personas&#8221;.<\/p>\n<blockquote>\n<p>Innovaci\u00f3n en la prensa m\u00e1s tradicional<\/p>\n<\/blockquote>\n<p>No s\u00f3lo de televisi\u00f3n &#8216;vive&#8217; la aseguradora. Hace apenas un par de meses que la compa\u00f1\u00eda, junto a su agencia GS&amp;P, lanz\u00f3 todo un proyecto innovador de marketing olfativo en el <em>Chicago Sun Times<\/em>. Este tipo de marketing es una estrategia de neuromarketing en el que se recurre a olores para atraer a los clientes. Eso es as\u00ed porque est\u00e1 demostrado que el olfato es un arma potente que influye en la forma de actuar de las personas.<\/p>\n<p>Una t\u00e9cnica novedosa que se vio reflejada en el anuncio del medio estadounidense. \u00bfC\u00f3mo? <strong>Una creatividad sencilla en el color corporativo<\/strong> con la siguiente frase: &#8220;Si est\u00e1 pensando en un auto nuevo, piense en Liberty Mutual. Personalizamos su seguro de autom\u00f3vil para que solo pague por lo que necesita&#8221;.<\/p>\n<p>Parecer\u00eda una publicidad normal si no fuera porque la creatividad iba acompa\u00f1ada de un olor muy caracter\u00edstico, <strong>el olor a coche nuevo<\/strong>. De esta forma, y de las anteriormente nombradas, Liberty Mutual est\u00e1 consiguiendo hacerse un hueco en la cabeza del p\u00fablico y, por consecuencia, en la mente de los posibles consumidores.<\/p>\n<p class=\"link-telegram\">\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<p><script>(function(d, s, id) {\n  var js, fjs = d.getElementsByTagName(s)[0];\n  if (d.getElementById(id)) return;\n  js = d.createElement(s); js.id = id;\n  js.src = \"http:\/\/connect.facebook.net\/es_LA\/sdk.js#xfbml=1&appId=408746052611679&version=v2.3\";\n  fjs.parentNode.insertBefore(js, fjs);\n}(document, 'script', 'facebook-jssdk'));<\/script><br \/>\n<br \/>[ad_2]<br \/>\n<br \/><a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>[ad_1] El cambio de agencia ha supuesto una evoluci\u00f3n de c\u00f3mo la compa\u00f1\u00eda enfrenta sus campa\u00f1as publicitarias, tanto spots de televisi\u00f3n como creatividades en la prensa m\u00e1s tradicional. Gracias a ello, su recuerdo espont\u00e1neo ha aumentado un 25% a\u00f1o tras a\u00f1o. Extra\u00f1os pero convincentes. As\u00ed podr\u00edan definirse los anuncios que la compa\u00f1\u00eda aseguradora Liberty Mutual [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-7232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los extra\u00f1os anuncios de Liberty Mutual funcionan y le explicamos por qu\u00e9 - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/es\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los extra\u00f1os anuncios de Liberty Mutual funcionan y le explicamos por qu\u00e9 - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] El cambio de agencia ha supuesto una evoluci\u00f3n de c\u00f3mo la compa\u00f1\u00eda enfrenta sus campa\u00f1as publicitarias, tanto spots de televisi\u00f3n como creatividades en la prensa m\u00e1s tradicional. 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As\u00ed podr\u00edan definirse los anuncios que la compa\u00f1\u00eda aseguradora Liberty Mutual [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/super-news.info\/es\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\/\" \/>\n<meta property=\"og:site_name\" content=\"Super News\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-26T00:26:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-26T00:26:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/super-news.info\/es\/wp-content\/uploads\/sites\/4\/2019\/07\/Los-extra\u00f1os-anuncios-de-Liberty-Mutual-funcionan-y-le-explicamos.png\" \/>\n\t<meta property=\"og:image:width\" content=\"626\" \/>\n\t<meta property=\"og:image:height\" content=\"364\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"super-news\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"super-news\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/\"},\"author\":{\"name\":\"super-news\",\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/#\\\/schema\\\/person\\\/2d4068cb2f39cd10008c2fce578a7356\"},\"headline\":\"Los extra\u00f1os anuncios de Liberty Mutual funcionan y le explicamos por qu\u00e9\",\"datePublished\":\"2019-07-26T00:26:45+00:00\",\"dateModified\":\"2019-07-26T00:26:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/\"},\"wordCount\":747,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/super-news.info\\\/es\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2019\\\/07\\\/Los-extra\u00f1os-anuncios-de-Liberty-Mutual-funcionan-y-le-explicamos.png\",\"articleSection\":[\"NOTICIAS DE MARKETING DIGITAL\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/\",\"url\":\"https:\\\/\\\/super-news.info\\\/es\\\/los-extranos-anuncios-de-liberty-mutual-funcionan-y-le-explicamos-por-que\\\/\",\"name\":\"Los extra\u00f1os anuncios de Liberty Mutual funcionan y le explicamos por qu\u00e9 - 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Gracias a ello, su recuerdo espont\u00e1neo ha aumentado un 25% a\u00f1o tras a\u00f1o. Extra\u00f1os pero convincentes. 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