Kicking off a new global sponsorship

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To launch a new and wide-ranging sponsorship of the US Olympic Committee and Team USA starting with the 2014 Winter Olympics in Sochi, Russia, financial services giant Liberty Mutual Insurance (LMI) asked us to create an integrated program of communication experiences to educate and inspire its global workforce.

This was a totally new kind of marketing campaign for LMI and from the c-suite on down, it needed to resonate with employees as the starting point of something truly big and exciting. We developed a creative, immersive program of event experiences to kickoff LMI’s ongoing sponsorship with the idea of bringing employees directly into contact with stars of the Games themselves – the athletes. And by re-creating hands-on interactive experiences representing key Winter Olympic sports, we set out to make every LMI employee an author of their own Olympic story.

Thousands of employees participated in a one-day series of events at LMI’s Boston headquarters in early February – an experience that was replicated out across 30 more LMI locations nationally that day and over the month of February.

Past and current Olympians and Paralympians, including Michelle Kwan, Aly Raisman, Mike Eruzione, Janet Evans and Dan Jensen met LMI employees and gave inspirational remarks, followed by employees enjoying simulator games of such Winter Olympic sports as curling, hockey, snowboarding and bobsledding.

LMI employees were also able to personally contribute to the sponsorship at the spirit wall, where they wrote their own encouraging messages for Team USA that will be on display at LMI corporate headquarters for now and then sent directly to Sochi in 2014.

Culminating in a special CEO address to the entire gathered employee base, this one-of-a-kind kickoff event engaged thousands of employees and set the stage for an ongoing Olympic-themed campaign that will bring LMI’s sponsorship to life for both employees, LMI customers and the general public.

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