Ads We Love: Liberty Mutual Created a Scented Print Ad That Releases the ‘New-Car Smell’


Liberty Mutual, an insurance company recently ran a print ad, the print ad isn’t your usual run print ad. It has something very unique about it and smells really different. The insurance company Liberty Mutual recently ran a print ad with a scented twist to help entice auto buyers.

Ads We Love: Liberty Mutual Created a Scented Print Ad That Releases the ‘New-Car Smell’

About Liberty Mutual’s Scented Print Ad

Liberty Mutual in a bid to entice auto car buyers ran a print ad in the Sunday edition of the Chicago Sun-Times. The print ad ran with a peel back fragrance strip (like the strips used to sell perfumes). But instead of lavender, lemongrass or musk, the brand created a cocktail smell of vinyl and plastic gases. A smell that’s associated with new cars, it is better known as the new-car smell.

The Liberty Mutuals new-car smell printed ad was created with creative agency Goodby Silverstein & Partners. With the printed ad, the brand and its creative agency were trying to use sense memory. This was customers will associate Liberty Mutual with the process of test-driving or buying a new car. These are times when, according to the research behind the agency’s strategy, people are likely to start thinking about getting a quote for insurance.

Goodby Silverstein & Partners on Liberty Mutual’s New Car Smell Printed Ad

According to the statement from Goodby Silverstein & Partners concerning the campaign strategy, the ad aimed to engage consumers at a certain moment. They wanted to engage a consumer during a specific moment when they were making a decision about their insurance. While coming up with the strategy, they realized that getting the consumers at this exact moment would be very challenging. No matter the media spend they put behind it, they can’t engage them at that exact moment. So while strategizing the came up with print ads. They hoped that the ad would give people a Pavlovian response to catch car buyers at the moment that matters most. What they are trying to is trigger subconscious memories about the Liberty Mutual ad that their consumers previously saw whenever they smell the new car scent.


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