A new website created by Liberty Mutual, one of the nation’s largest auto and home insurers, is generating widespread acclaim for its ability to educate Generations X and Y about the value of renters insurance. www.youcovered.com, is a new online experience that has already received several industry awards including a “Best in Class” Interactive Media Award (IMA) and “Site of the Week” from Communications Arts since its debut in October 2007. It was also recognized as a finalist in the 2007 MITX (Massachusetts Innovation & Technology exchange) Awards. The new website was designed and implemented by Sapient Interactive, the marketing services group of Sapient (NASDAQ: SAPE).
Youcovered.com engages young professionals in an experiential learning environment about renters insurance – illustrating the value of coverage, and dispelling many misconceptions,” said Najla Frayha, a Liberty Mutual marketing manager. “This audience readily identifies with the visually rich, informative and experience-driven site content to such an extent that they are much more likely than the average consumer to request a quote and make a purchase decision.”
In order to connect with the Gen X/Y audience, the site raises awareness of the three primary misconceptions of renters insurance: it is too expensive; a young person’s personal items are not worth insuring; and landlords will cover losses if something happens to the property. And, it emphasizes the convenience and accessibility of renters insurance in a design that avoids traditional text-heavy formats and takes a simple, straightforward approach that appeals to this younger market segment -- a group predominantly comprised of visual learners who identify with graphics and motion over static text.
The end result is an interactive, action-oriented site with language that is conversational, informative, and mindful of user preferences. Visitors can take advantage of functional, easy-to-access tools that deliver fast answers, a five-question estimator that determines approximate insurance costs, and clear statistics on the occurrences of burglary, fire and identity theft—and how insurance can cover such events. Ultimately, the site engages visitors to electively transition from the education phase to the quote and purchase tools. Since the website debut three months ago, approximately 45 percent of all visitors to youcovered.com have already entered the quote process.
“Insurance companies have not traditionally focused their marketing efforts on the young renters audience – a segment that demands a dynamic online experience without insurance product monologue,” said Sapient Creative Director Brent Stewart. “The design and functionality of this visual experience allows Liberty Mutual to connect with this burgeoning audience and offers a platform for educating visitors about the value of renters insurance.”
About Liberty Mutual
“Helping people live safer, more secure lives” since 1912, Boston-based Liberty Mutual Group (www.libertymutual.com) is a diversified global insurer and the sixth-largest property and casualty insurer in the U.S., based on 2006 direct written premium. Liberty Mutual ranks 95th on the Fortune 500 list of largest U.S. corporations, based on 2006 revenue. Liberty Mutual employs over 40,000 people in more than 900 offices throughout the world.
The eighth-largest auto and home insurer in the U.S., Liberty Mutual Group sells full lines of coverage for automobile, homeowners, renters, valuable possessions, personal liability and individual life insurance. The company is an industry leader in group-sponsored voluntary auto and homeowners insurance programs, offering personal lines of insurance through payroll deduction and direct billing to employees and members of more than 10,000 companies, credit unions, professional associations and alumni groups.
About Sapient
Sapient, a global services firm, operates two groups—Sapient Interactive and Sapient Consulting—that help clients compete, evolve and grow in an increasingly complex marketplace. Sapient Interactive provides brand and marketing strategy, award-winning creative work, web design and development and emerging media expertise. Sapient Consulting provides business and IT strategy, process and systems design, package implementation and custom development, as well as outsourcing services such as testing, maintenance and support.
Sapient’s passion for client success—evidenced by its ability to foster collaboration, drive innovation and solve challenging problems—is the subject of case studies on leadership and organizational behavior used by MBA students at both Harvard and Yale. Leading clients, including BP, Essent Energie, Harrah's Entertainment, Hilton International, Janus, Sony Electronics and Verizon, rely on the company’s unique approach to drive growth and market momentum. Headquartered in Cambridge, Massachusetts, Sapient operates across North America, Europe and India. For more information, please visit www.sapient.com.