Advertisment

HDFC Life banks on digital to launch new offering

For 'Click 2 Protect', the company has chosen online platforms that will eventually be followed by other conventional mediums like TV and print

author-image
BestMediaInfo Bureau
New Update
HDFC Life banks on digital to launch new offering

HDFC Life banks on digital to launch new offering

For 'Click 2 Protect', the company has chosen online platforms that will eventually be followed by other conventional mediums like TV and print

Neha Saraiya | Delhi | January 23, 2012

publive-imageHDFC Life is taking the digital route for the launch of its new product, Click 2 Protect. It is a term insurance plan available in 750 cities that aims to secure the family of the policyholder for a large sum at the lowest premium rates.

In conversation with BestMediaInfo.com, Sanjay Tripathy, Executive VP and Head, Marketing & Direct Channels, HDFC Life, said that the publive-imagecompany is breaking the first leg of the digital campaign on the digital medium with a mix of YouTube, search, display and social media. This is the first time that HDFC is using digital channels to launch a campaign.

Explaining the reason for choosing the online medium as the launch platform, Tripathy said, “There are around 100 million people Internet users in the country (as per IAMAI) data), and there will be 15 per cent growth this year over last year. Even YouTube reaches out to 4 million unique customers. So, through the digital medium we almost get the same reach that any popular GEC can provide and at a much lower cost.”

On the target audience front, HDFC Life is eyeing upwardly mobile consumers in the age group of 25-40 years. These are people who are comfortable in doing online transaction and have for instance booked online air tickets or done hotel reservations in the past.

The underlying theme of the campaign is that for Indians, family comes first, and they want to secure their family dreams, lifestyle and goal. They don't want their families to compromise when they are not there to take care of them due to any unforeseen circumstances. Thus, the campaign shows five different life situations revolving around old parents, wife, family, lifestyle maintenance and liability cover like home loan. Its tagline is 'Ab mai bhi sir utha ke keh sakta hu I love my family'.

While the first phase of the campaign will focus on spreading the awareness about the product, the second phase will be about recognition of the product benefits. Explaining the different phases of the campaign, Tripathy said, “There are two different approaches. This is the first time we are expecting the customers to complete the product buying on their own. The campaign will not only help them understand the product but also give them scope to compare results to find out why they should buy it.”

On being asked about how different the campaign is from that of its competitors that also bank on the emotional appeal, Tripathy added, “There are many competitors who advertise the plan as a tactical platform. But this is the first time that we are adopting the emotional route because we truly believe that buying any life insurance plan, one needs to connect emotionally as it is a responsibility.”

The campaign will not just be restricted to the digital medium, Tripathy informed. A week after going online, it will break in other mediums like TV, print, outdoor and radio.

While Tripathy declined to comment on the budget for the campaign, he said the company has internally set a high target to be achieved from the campaign. “We have set a high response target from the campaign because we believe that it is connected beautifully with the TG. We would also be tracking the campaign in terms of awareness and responses,” he said.

The digital campaign, designed by Interactive Avenues, went online over the weekend. The TVC has been that will soon follow has been conceptualised by Leo Burnett in a week's time. MEC is the media agency for the brand.

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment