Liberty Mutual is serving interactive ads in Time Magazine?s historical iPad issue as a means of engaging with users via a new kind of digital experience.

As one of the first advertisers to be included in the iPad version of Time, Liberty saw this as an opportunity to use its advertising to demonstrate its commitment to creating a more meaningful relationship with customers through new technology and entertaining content.

?Our approach is to create another way to engage consumers with our brand and our products through technology and innovation,? said Kristin Suppelsa, vice president and manager communications support at Liberty Mutual, Boston.

?We saw an opportunity to create content that would be attention-getting and new but offer up real information and value to the Time reader,? she said.

The partnership with Time Magazine and Apple?s iPad is part of Liberty Mutual?s ongoing approach to connecting with consumers.

Both the creative development and media planning for the Time Magazine partnership were handled by Hill Holliday.

The creative execution is an extension of Liberty Mutual?s product-focused print and television campaign that broke in 2009. 

The unit opens with a print-like experience and the headline: "After totaling your new car things will never be the same. Except the replacement car we give you. That will be exactly the same." 

Consumers just need to swipe once and they can watch one of Liberty Mutual?s :30 spots. 

One spot uses special effects to show a car in the midst of an accident and then immediately healing itself and driving away. 

Another swipe serves up a final, full-page ad offering more information on the brand?s auto insurance features and benefits.

Here is the ad creative:

The iPad advertisements allowed Liberty Mutual to combine online, print and broadcast into one interactive, digital experience.

The Liberty Mutual advertisements will debut in the April 12 issue of Time?s first iPad edition and will be viewable as readers flip through the online magazine, similar to a print experience.

Ads will include product information as well as entertaining content from The Responsibility Project.

The premiere ad will be viewable in both vertical and horizontal modes and will focus on the company?s auto insurance capabilities.

?It's tough to gauge what the iPad audience will look like at this stage,? Ms. Suppelsa said. ?We do know that Time indexes quite well against our target, so we're really excited about the opportunity to partner with them on this launch. 

?Our target is online, they are using the Web to research, for entertainment, to shop so we're looking forward to seeing how those behaviors translate to the iPad,? she said. ?We are relatively new to the space having launched our first mobile application in 2009 and are looking at all the ways we can use mobile to build our business and offer value to our target.?