Best Insurance Integrated Ad Campaign

Campaign Objectives
Launch Children’s Future Solution Product and engage the audience in a meaningful interaction through interconnected digital assets

Campaign Background & Consumer Insight
Most insurance players offering Child Plans either talk about what parents want their kids to become, or about letting the kids do what they want. According to Birla Sun Life, kids would want to explore different options, for which they need parental support. The hypothesis was accurate. The challenge was to contextualise the role of the product and make it relevant in the life of the consumer.
Information explosion, commercialization and greater social acceptance result in a plethora of career choices in the future. But many choices result in confusion. Parents therefore seek specific answers that can help them assess the child’s potential and thereby guide children to make informed career related decisions.

Campaign Strategy
Target markets
Pan-India
TG
Parents, 27-35yrs.

The Idea
Create an integrated digital campaign across portals, verticals-finance, news and parenting sites, ad-networks and search, driving parents to a highly interactive website that provides access to
information on various careers, an aptitude test to assess the child’s potential and investment options to secure a child’s future. The campaign was amplified using social media – Facebook, Twitter and YouTube to engage multiple audiences in interesting interactions.

Results
This campaign coupled with the distinctive media strategy drove over 75000 unique visitors and generated 10% registrations/ conversions in a month. In the social spaces over 1 lakh interactions were achieved in a time frame of one month.

Contributors:

Chief Executive Officer:	Anjali Hegde
Associate Vice President - Client Servicing:	Meghna Godkhindi
Manager - Media Buying & Planning:	Preyal Daru
Account Director-Client Servicing:	Mandar Marathe

INTERACTIVE UNIVERSAL

Location: India