Research shows that most people wait until they’re actually buying a car before they think about getting a car insurance quote. Research also shows that smell is the sense most closely connected with memory formation.
Those are the insights that inspired us to create ads scented with New Car Smell for Liberty Mutual Insurance. As people test-drive and buy cars, we figured the smell of new car would trigger subconscious memories about the Liberty Mutual ad they previously saw.
To engage with a consumer during this specific moment where they’re making a decision about their insurance, we used a print ad that would give people a Pavlovian response to catch car buyers at the moment that matters most.
Released: May 2019
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Liberty Mutual Insurance
