BBH India created a digital campaign for Coverfox consisting of crisp videos. Using YouTube’s retargeting platform, it tracks those who visited the company’s portal and places reminders to renew their insurance every time the customer visits the channel
BestMediaInfo Bureau | Mumbai | July 11, 2016
Coverfox, India’s leading online insurance portal, has launched a few humorous microfilms to get people renew their insurance. The campaign created by BBH India is a digital innovation on YouTube, consisting of 10 videos of 6.5 seconds each.
The reason for coming up with this campaign was that despite receiving e-mail reminders from insurance companies, car insurance customers often forget to renew their insurance on time, and end up paying fines. While most insurance companies send out generic e-mail reminders, Coverfox decided to create entertaining reminders that they can’t possibly ignore, by taking over just like things they watch on internet. Using YouTube’s retargeting platform, the campaign specifically tracks down people who visited Coverfox but didn’t get back to renew their insurance.
The YouTube pre-roll films feature a Coverfox employee vowing to place reminders all over the internet, to help customers catch their deadline. The reminders then show up in popular videos all through the week, every time the customer visits YouTube.
Jaimit Doshi, the CMO of Coverfox.com, said, “Consumers are exposed to a myriad of communication messages every day and insurance as a sector is no different. Thus the task was to ensure we reach out to our audience in an innovative way that results in action. In true Coverfox style, we thought; why not make it a bit fun. With BBH’s expertise we put together these crisp films that are entertaining yet drive the message home and chose YouTube, as a medium because that’s where people go for fun and light browsing.”
Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said, “We’ve all suffered a retargeting campaign at some point of our time on the internet. Big data helps companies know what you’re doing and where you go. But how you use data can be the difference between irritation and engagement. I believe the brilliant teams at BBH and Coverfox have managed to pull off an incredibly smart, surprising and modern campaign.”
Retargeting is one of the most popular ways of heightening engagement with the audience and pushing them further down the sales funnel. The new Coverfox campaign has taken it a notch higher. For the first time, a brand is telling a story through a sequence of video ads with the intensity of the message increasing throughout. By making the ads crisp within 6.5 seconds, the films tackle the problem of the infamous YouTube 'skip' button, so 100 per cent of the message is absorbed by the viewer before they even have a chance to skip.
The reminders follow the user on several websites, ranging from news sites to e-commerce portals, in the most unexpected ways.
The video is up on the YouTube and is in a case study format. The video starts with written text on the screen set on peppy music explaining the idea behind the campaign and how Coverfox went about reminding people about renewing insurance. The video goes on to list various methods by which Coverfox reminded users to renew their insurance in a quirky way.
Creative Agency: BBH India
Chief Creative Officer: Russell Barrett
Creative Director (Art): Ajmal Mohammad
Creative Director (Copy): Karunasagar Sridharan
Executive Producer: Reema Asrani
Managing Director: Arvind Krishnan
Business Head: Monideepa Nandi
Sr. Business Partner: Vivek Krishnaswamy
Business Partner: Priyanka Samant
Production House: Rising Star
Director: Nandkishor Tatar
Producer: Nasir Khan
DOP: Yash Khanna
Assistant Director: Sandeep Chaurasia
Casting Director: Kalpesh More
Art Director: Raju Yadav
Costume Stylist: Disha Selarka
Photographer: Pratim Shankar