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HDFC Life shows how to plan one's longest holiday - retirement

To spread awareness about early retirement planning among 35-45-year-olds for whom retirement planning is not a priority today, Leo Burnett creates a digital film that tells the story of a young family

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HDFC Life shows how to plan one's longest holiday - retirement

HDFC Life shows how to plan one's longest holiday - retirement

To spread awareness about early retirement planning among 35-45-year-olds for whom retirement planning is not a priority today, Leo Burnett creates a digital film that tells the story of a young family

Aanchal Kohli | Mumbai | January 12, 2016

HDFC-Life Click on the image to watch the TVC.

HDFC Life has launched a new campaign which focuses on its retirement plan. The campaign works on the insight that people today are very particular about their holidays and start planning for them very much in advance to avail themselves of better deals for all important holidays of the year. This trend of early holiday planning was used by HDFC Life as a trigger to make people think and plan their retirement which is the longest holiday of their lives.

The storyline of the campaign focuses on a normal family, just like ours, who like planning their holidays ahead of time so they can enjoy them to the fullest. The objective of the campaign is to induce early retirement planning behaviour among those in the 35-45-year-old age group for whom retirement planning is generally not a priority.

Created by Leo Burnett India, the film revolves around a couple who are on a summer holiday along with their children. On a beautiful sunny morning, while the kids are playing in the backyard garden, the couple is right beside them, sitting on a see-saw, having a candid conversation. They talk about retirement, which is their longest holiday and the need for planning it early.

Sanjay Tripathy Sanjay Tripathy

Giving further insights, Sanjay Tripathy, Senior EVP & Head Marketing, Product, Analytics, Digital and e-commerce, HDFC Life, said, “The idea came from our generation's love for holidays and the amount of planning that goes into making them perfect. People today are very particular about their holiday planning and often start in advance to avail themselves of better deals and make their vacations hassle free. Thus, we felt that people's current behaviour pattern of early holiday planning could be used as a contextual trigger for making them think about retirement which is the longest holiday of their lives.”

“When we looked at retirement data, we figured that retirement products were being bought mostly by people in the age group 45-60 years. While retirement planning is good at any age, the maximum benefit is reaped when you start early due to the power of compounding. Also, with inflation and the life span of people increasing, retirement becomes a longer time period to plan for and hence, it's critical to give attention to it sooner. Thus, talking to the 35-45-year-old customer base to make them realize the importance of early retirement planning to enhance our retirement category share was our brief to the agency. Since for this TG retirement seems some time away, we latched on to his current behaviour where for the shortest of holidays, he plans weeks and months in advance, and hence, for retirement, it becomes a must to start early,” Tripathy explained.

Pravin-Sutar Pravin Sutar

Pravin Sutar, Executive Creative Director - Art, Leo Burnett, said, "Our target audience, typically 35- to 40-year-olds, doesn't have retirement planning as a key priority as they feel it's at a distant future. We wanted get people to start planning and early by equating it with the current behaviour of holiday planning. The message we want to leave with every 40-year-old is that retirement is your longest holiday. Plan early for it, just the way you plan your holidays."

A first for HDFC Life, this campaign is digital led and is supported by other media like cinema, outdoor screens, DTH and BTL through their distribution partners. They believe that digital is the right medium for micro targeting and reaching out to the desired TG in an effective manner.

When asked to highlight the challenges faced, Tripathy said, “We had a challenging task at hand of, firstly, establishing retirement as an individual's longest holiday and, secondly, demonstrating how early planning can help make one's retirement better. So, when the communication was being devised, we were very careful that the communication is simple to understand and is not layered, and yet establishing ensuring the desired hooks. We believe that we have finally cracked a communication which interweaves the longest holiday – retirement - and early planning seamlessly. However, we also acknowledge that this objective demands a behaviour change and hence the campaign is just a starting point towards achieving the same.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: HDFC Life Insurance

Agency: Leo Burnett

Client Marketing team: Pritika Shah, Navdeep Sharma & Sanjay Tripathy

Creative team: Aman Manan, Pravin Sutar, Srijan Shukla, Nidhi Handa, Maruthi Shivakumar

Info@bestmediainfo.com

Info@BestMediaInfo.com

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