The main purpose of an ad campaign's creative strategy is to get the consumer to respond in a way that is beneficial to the company. As an insurance company, Liberty Mutual wants consumers to recognize and prefer its brand name. Through the creative content, tone, and appearance of the "Insurance in Action" campaign, Kirshenbaum, Bond & Partners attempt to achieve these goals for Liberty Mutual. The creative strategy behind the appearance of the print ads uses a uniform design to create brand recognition while conveying a message of safety.

          The message strategies for the campaign were used for specific purposes. The print ads for Liberty Mutual convey a unified and specific creative strategy. The ads feature Liberty Mutual employees that appear as safety specialists. The background color creates a uniform design for each ad. Liberty Mutual's print ads appear on a green background, the same shade as the Statue of Liberty. Since the Statue of Liberty is the company's logo, the background of the ads attempts to create an identifiable color which consumers will associate with Liberty Mutual. The actual design of each ad is Mondrian. Within each ad, there are three main rectangles, all of which are approximately the same size. A horizontal rectangle, containing the headline, sits atop of two vertical rectangles. The left rectangle contains the copy and the right rectangle contains the art. The two smaller horizontal rectangles at the bottom contain the slogan and the logo. The headline appears in a large black slab serif typeface. The short headline is designed to grab the consumer's attention. For example, one ad features a woman who teaches high school kids about safe driving reads. The headline reads, "Fall asleep in my class and your dead." The phrase "and your dead" is twice the size as the rest of the sentence, to drive the point home. Directly underneath the headline, in red cursive type, is the name of the specialist who is featured in the ad. The text explains the area of expertise of each safety specialist. The photo, which takes up slightly less space than the copy, is an original picture of the employee. Underneath the text and the photo is the slogan, "Insurance in Action," the overall theme of the campaign. Following the concept that the human eye looks at things in a "Z" shape, the company's logo is in the bottom right hand corner, ensuring it is the last thing the consumer sees.

          Television and Internet adds follow the same creative strategy that the print ads establish. The television ads focus on Liberty Mutual and how the company makes people's lives safer. It follows the same strategy, using the Liberty Mutual employees to verbally deliver the headlines that are in the print ads. For example, a fire safety expert proclaims, "Fire is my life." The TV advertisements, the live equivalent of print ads, show employees performing their jobs. The ad ends with the Liberty Mutual logo on the screen with a light green background. The Internet ads generate the same look and feel, only simplified to fit in the smaller space of an Internet banner. Liberty Mutual's advertising campaign reflects some elements of two message strategies. The first one links a key attribute to the brand name. This is achieved through USP's, or "unique selling propositions." The key attribute Liberty Mutual tries to link its brand name to is the safety specialists that work for the company. Every ad features one of these experts working to make people's lives safer in one specific area. The ads show that the insurance company is not simply comprised of people who sit behind a desk and deal with insurance claims and paperwork. The ads show that Liberty Mutual employs people who actually help the consumer in everyday life.

          By featuring these employees, Liberty Mutual also attempts to reach a second type of message strategy objective: to instill brand preference. Through the use of feel-good ads, the ad connects a good feeling to the brand itself. There are some elements of a feel-good ad created by the Liberty Mutual campaign. The ads all depict various people whose profession involves making people's lives safer in one way or another. The goal is to show that Liberty Mutual does not simply insure people against various accidents; it helps prevent such accidents from even happening to consumers. This attempt to make consumers feel safe with Liberty Mutual is a good strategy against competitors. In the insurance world, there are benefits from using these two message strategies. By linking a key attribute to the brand, Liberty Mutual separates itself from the competition. Most insurance companies ensure a person's financial stability in case of an accident. However, by emphasizing its safety specialists, Liberty Mutual shows that it goes a step beyond other companies. The specialists are not the typical insurance agents. The sole purpose of their jobs is to make the consumer's life safer. This concern is not voiced by most other insurance agencies. The attempt to instill brand preference through feel-good ads is also a logical approach for an insurance company. Insurance is a serious purchase; therefore, it is logical that Liberty Mutual wants to create pleasant feelings about the ads for consumers.