ADC Awards
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The Daily Bugle. For Real.
Agency Goodby Silverstein & Partners / San Francisco + Liberty Mutual Insurance / New York + SONY Corp
Category
Innovation / Press
Annual ID
ADC101_ADV103M
About the Work
In December 2021, the hotly anticipated ‘Spider-Man: No Way Home’ was about to be released. And with every superhero action flick, one thing is always clear: epic battles come with excessive property damage. Enter: Liberty Mutual Insurance.
To spread the news that Liberty Mutual protects when villains strike, we partnered with the destruction-filled Spider-Man film to make, well, the news. Instead of running ordinary ads, we made our very own media channel by creating a real-life version of the movie's infamous newspaper; the Daily Bugle.
We teamed up with the film’s screenwriters, and wrote an entire special edition paper, filled with articles about the movie’s impending damage (and drama) – and wove the need for insurance throughout.
For the launch of the limited-edition paper, we took over one of NYC’s classic newsstands for a day and transformed it into a Daily Bugle outlet. Without ever giving out the address, thousands of Spider-Man fans hunted our newsstand down, and we completely sold out in a few hours. We also surprised 63,000+ New York Post subscribers with a cover wrap that turned their normal paper into the damage-filled Daily Bugle.
In just 24-hours, we achieved a PR reach of 283.7M, a social reach of 40M+, and received over 17,300 calls to a tip-line we included in the paper so people could report property they’d “seen” Spider-Man inadvertently damage. Those who missed out rushed to eBay to buy our advertising for up to $1199 a copy.
The best result? People saw Liberty Mutual Insurance as the hero of the day. On Reddit alone, brand mentions increased by 250% and their share of voice in the insurance category increased by 153%.
The Daily Bugle, for real. Spreading the news that Liberty Mutual protects.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Client / Brand
Liberty Mutual Insurance / New York
SONY Corp
Art Director
Thomas Gledhill
Copywriter
Lennie Galloway
Chief Creative Officer
Margaret Johnson
Creative Director
Caroline Cappelli
Ryan Tovani
Executive Creative Director
David Suarez
Danny Gonzalez
Account Director
Cassi Norman
Account Coordinator
Jarrod Baltikauskas
Account Manager
Nikke Hendricks
Brand Strategist
Chelsea Bruzzone
Brand Strategy Director
Harper Bokum-Fauth
Communication Strategy Director
Dong Kim
Director of Business Affairs
Judy Ybarra
Director of Graphic Services
Jim King
Executive Broadcast Producer
Topher Cochrane
Group Brand Strategy Director
Katie Coane
Senior Business Affairs Manager
Anna Lorrie Diokno
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