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Future Generali's sentimental connect in online campaign

Created by O&M, the insurance player tries to differentiate by not only slashing premium rate for online policies but also touching a sentimental chord

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Future Generali's sentimental connect in online campaign

Future Generali's sentimental connect in online campaign

Created by O&M, the insurance player tries to differentiate by not only slashing premium rate for online policies but also touching a sentimental chord

Neha Saraiya | Delhi | January 4, 2012

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With the rapid increase in Internet usage in the country, insurance players have witnessed a sudden spur in interest among consumers in their online plans. The insurance business in India is predominantly still done in the conventional way, where an agent acts as a facilitator between the insurance buyer and seller. Sensing the opportunity, Future Generali India Life Insurance has launched an online campaign that eliminates the role of the middleman (agent) and also arouses an emotional connect with customers seeking to secure the future of their loved ones.

The online campaign has been conceptualised by Ogilvy & Mather, Mumbai, and has been designed to differentiate Future Generali products in an overcrowded market with many large and trusted players offering products at competitive prices. It draws a sentimental chord with its customers to sell its online insurance term offering – Future Generali Smart Life – that is available at half the premium of regular insurance policies.

As part of the campaign, the insurance policy holder is asked to leave a recorded video message his or her loved ones while buying the online life insurance. At the time of the claim, the nominee will not only get the amount the holder was covered for, but also an unexpected pre-recorded goodbye video message from the policy buyer!

Commenting on the reason for launching a consumer interactive campaign, Sukesh Kumar Nayak, Group Creative Director, Ogilvy & Mather, said, “We take a life policy to safeguard the financial needs of our loved ones. We do so because we care for them deeply. That's why we decided to focus on something more meaningful to promote online life plans – an opportunity to leave a personal goodbye message. An insurer records a personal video message when he buys a policy, which will be handed over to the nominee at the time of the claim.”

Ajay Mehta, Vice-President, Ogilvy & Mather, added, “With IRDA tightening norms and agents being more reluctant to sell term plans, most insurance players have been looking at reaching out to online audiences by highlighting the functional attributes of insurance plans – cheapest, quickest plans, etc. We decided to break the clutter by connecting with the emotional side of the customer – a personal voice recording is something very touching that will be an unexpected and priceless gift for the nominee."

Speaking on the initiative, Abraham Alapatt, Head – Marketing, Brand & Corporate Communication, Future Generali, said, “We believe that Insurance is as much an emotional decision as it is a financial decision and one that is taken to protect family and economic dependents from adversities in life. We built on this insight with this innovation to communicate and connect with our customers in combination with a very competitive product.”

Credits:

Ad agency: Ogilvy & Mather, Mumbai

National Creative Director: Abhijit Avasthi & Rajiv Rao

Senior Creative Director: Sukesh Kumar Nayak

Associate Creative Director: Hemal Jhaveri

Art Controller: R Pratheeb

Senior Visualiser:  Soumen Nath

Vice-President: Ajay Mehta

Group Account Manager: Kankana Ghosh

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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