The campaign, conceptualised by Leo Burnett Mumbai, is based on the insight that people are still wary of buying insurance online
BestMediaInfo Bureau | Mumbai | October 20, 2016
While the world is taking to digital, there are still some aspects in life that people prefer to keep off the internet bandwagon. One such insight became the launch pad for the ‘Click to Insure’ campaign by HDFC Life.
“We have been a leader in online insurance space since we started in 2010. But we realised that in a country of millions of online shoppers today, the number of online insurance buyers is still negligible. Despite being aware of the benefits of online purchase, they are hesitant to try something new, owing to the unfamiliarity of the process. We validated this through a qualitative research as well. Hence, we thought that it’d be a good idea to address the situation with a campaign and continue to be a relevant digital insurer,” said Sanjay Tripathy, Senior Executive Vice-President and Head Marketing, Analytics, Digital and E-Commerce, HDFC Life.
Conceptualised by Leo Burnett India, HDFC Life’s Click to Insure campaign reassures prospective insurance buyers that HDFC Life’s online platforms have been designed to offer assistance to a first-time buyer through every step of the journey – be it insurance research, suitable policy buying, or even post sales queries or support through a one-minute 30-second ad film. The film likens the journey of a new father, who with time and guidance from his wife turns from an armature caregiver to someone who is not afraid to pacify his child, to that of a person buying insurance online. The person, slowly, with guidance from HDFC Life, discovers the ease of buying insurance online, like he discovers the joys of fatherhood with some much-needed help from his better-half.
Commenting on the ad film and the idea behind it, Raj Deepak Das, Chief Creative Officer, Leo Burnett, said “The challenge for us was to motivate people to adopt online insurance. We looked into the problem and realised that people hesitate to go online when it comes to insurance, as they are unsure of their ability to do it themselves. We needed to reassure them and in order to do that we felt that the analogy of a first-time father was perfect. He is hesitant and unsure of his abilities to handle his child. But, out of love for his newborn, and with a little guidance from his wife, he learns and overcomes this hesitation. Similarly, at HDFC Life.com, we hand hold the customers to help them overcome their hesitation of going online in the world of insurance. I am sure the campaign will resonate with our customers.”
Speaking about the challenges of creating communication for a category like insurance and the importance of connecting with the audience, Tripathy said, “Insurance as a category is very transactional in nature and the product itself is extremely technical. In such a complex industry, establishing a bond with the customer is very challenging. However, HDFC Life as a brand has always strived to establish a relationship beyond transactions. Our previous campaign Memories for Life was an effort to strike an emotional chord with the audience by providing them a medium to leave behind more than money for their loved ones using ‘Memories for Life’. Our latest campaign Click to Insure is also based on the warm moments from the life of a first-time father which is likely to resonate with the target audience. Moreover, the technology aspect in our film is also very innovative for our category.”
The Click to Insure campaign strategy is to sharply target the consumers who are transacting online today but are not buying insurance online. The campaign is also trying to target consumers across multiple touch points through an integrated campaign, with TV and digital as the lead media and print, outdoor, cinema, OOH, DTH, PR for amplification and reminder.
Client: HDFC Life
Agency: Leo Burnett, Mumbai
Chief Creative Officer: Raj Deepak Das
Group ECD: Aman Mannan
Associate ECD: Pravin Sutar
Business Head: Oindrila Roy
Creative Team: Pradeep Kumar, Vijay Kumbhar, Swagata Banerjee
Account Management: Sharon Thambi, Rhea Amin
Planning: Ajeeta Bharadwaj (Planning Head, Mumbai), Amrita Chatterji
Production House: Equinox Films
Director: Sandeep Modi
Executive Producer: Manoj Shroff
Producer: Sethu Desai