IDBI Federal creates outdoor buzz for 'Lifesurance Whole Life' across 100 locations

Partners with Posterscope India; the execution entailed 350+ media units with over 200 unique artwork adaptations, multi-location printing and numerous languages

BestMediaInfo Bureau | Mumbai | March 3, 2015

IDBI Federal Life Insurance has rolled out a high visibility out-of-home (OOH) campaign, conceptualised by Posterscope India, the OOH agency from Dentsu Aegis Network. The brief was to popularise their flagship offering – 'IDBI Federal Lifesurance Whole Life' plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales. The objective of this campaign was to effectively reach out to the brand's core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.

Haresh Nayak

Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India, said, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and ambient offerings. We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country.”

The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points – media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection. The result culminated into a massive execution, entailing 350+ media units with 200+ unique artwork adaptations, multi-location printing, with all media locally evaluated and approved.

Additionally, an intelligently-planned cinema screen advertising campaign was executed across multiplexes and single screen movie theatres in key markets across India to ensure that the brand's message was well communicated and consumed by movie goers during the prime movie releases of the season.

The challenge in front of the Posterscope team was two-fold – first, the need to cover a humungous geographical spread in a short span and to juggle with multiple creatives in numerous languages. Second, timely scheduling and appropriate choice of media was extremely essential for the campaign to break the clutter amidst heavy financial services advertising that took charge in the last quarter of the financial year.

Commenting on the campaign, Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal Insurance, said, “In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple, yet an interesting way. Posterscope helped us reach out to mass India with our product proposition in a timely and a cost-efficient manner. Their choice of locations and media touch points has ensured that the communication stands out in the clutter of financial services advertising.”

Overall, the campaign has been extremely visible and has helped the brand achieve its communication objective, seamlessly.

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