Acko, the online general insurance brand, has launched a digital marketing campaign. Conceptualised and created by Leo Burnett Orchard, the intent of this campaign is to empower the consumer with knowledge about how Acko ensures incredibly low insurance premiums as there are no commissions involved due to its disruptive and differentiated digital only business model.
Traditionally, auto insurance renewal has been done through the services of third-party agents and middlemen, which leads to higher premiums as their commissions are built into the pricing. Acko disrupted this model by taking this entire insurance renewal journey online, making it transparent and directly accessible to the user. Being a direct-to-consumer brand with no commissions being paid, Acko has been able to ensure it offers low premiums to its consumers by passing on this saving.
The creative executions show slice of life situations, where two friends get into a conversation around the surprisingly low car insurance premiums offered by Acko. Both the films have a humorous yet educational tone, where a third guy present in the scene overhears the two friends discussing the matter. Though initially annoyed he is finally happy to get the relevant information that, because of no agents on Acko there is no commission and hence the insurance premium offered is less. This is a follow-up digital campaign to Acko’s previous ad campaign “Ismein Dimaag Kya Lagana”.
Kavita Chowkimane, VP Marketing, said, “Insurance has always been perceived as a complex and tedious process. Consumers today want insurance options that are cost-effective along with a purchase and claim process that is simple and hassle free. Acko offers a new way of buying insurance directly from an insurer, and users are less informed of what makes it possible for Acko to deliver this value and ease of purchase. Our campaign is inspired by the thought of informing consumers that transparency and fairly priced insurance are now being offered to them as there are no more agents in the picture.”
Ashish Sharma, AECD, Leo Burnett Orchard, said, “Consumers often grow apprehensive about how a brand can offer a better price than the rest of the category! With this film we wanted to dispel any misconceptions and offer an understanding of how by opting to buy insurance directly from Acko and dispelling the middle man one saves the commission they would pay otherwise. All in a simple direct message with a slice of life humour.”
The TVCs:
Credits:
Client: Acko
Agency: Leo Burnett Orchard, Bangalore
Managing Director India and Chief Strategy Officer Leo Burnett South Asia: Dheeraj Sinha
Managing Director India and Chief Creative Officer Leo Burnett South Asia: Rajdeepak Das
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