Cambridge, Mass. — A new Web site created by Liberty Mutual is generating acclaim for its ability to educate Generations X and Y about the value of renters insurance. Youcovered.com, is an 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 Web site was designed and implemented by Sapient Interactive, the marketing services group of Sapient.
"Youcovered.com engages young professionals in an experiential learning environment about renters insurance—illustrating the value of coverage, and dispelling many misconceptions," says 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, designed by Cambridge, Mass.-based Sapient Corp., with language that is conversational, informative and mindful of user preferences, according to the company. 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 Web site’s debut in November, approximately 45% 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," says 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."
Source: Sapient Corp.
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