Summary
Liberty Insurance were looking to make a big impact in the Car Insurance market in Ireland. By targeting young drivers, they were making a statement to the industry that they were serious players and they had every intention of delivering long term success.
But there were many challenges! Liberty had a limited budget and were operating as a small(er) fish in a very big pond. Furthermore, the brand was considered somewhat old fashioned and not one that was widely considered by younger drivers.
So the challenge put to Liberty agency partners was massive – how do we develop a...