Adgully Exclusive | Going viral with "Click2protect' campaign: HDFC Life's Sanjay Tripathy
There is a lot of consumer involvement these days, as whatever we would like to buy we buy it online. People like transacting online as its easier way and as e-commerce is a sector that is growing at a pace , it would be easy for them to buy term insurance online through "Click 2 Protect' and can secure their family with a large sum assured at the lowest premium rates*.
Adgully, caught up with Sanjay Tripathy, Executive VP and Head, Marketing & Direct Channels, HDFC Life, who explained us the theme of the campaign and the concept behind it, he said, "First of all it's a customer friendly plan and the basic idea is to create viral effect about the campaign. The underlying theme of the campaign is that for Indians, family comes first, and they want to secure their family dreams, lifestyle and goal. They don't want their families to compromise when they are not there to take care of them due to any unforeseen circumstances. Thus, the campaign shows five different life situations revolving around old parents, wife, family; lifestyle maintenance and liability cover like home loan. Its tagline is "Ab mai bhi sir utha ke keh sakta hu I love my family' ".
Further he added, "There are two different approaches regarding these campaigns. This is the first time we are expecting the customers to complete the product buying on their own. The campaign will not only help them understand the product but also give them scope to compare results to find out why they should buy it. As, when a person buys anything online, he looks at the brand, the price and he look for a comfortable experience. So, here at HDFC, we are a trusted brand and in terms of pricing we do have the lowest premium rates, and we are always ready to serve our customers in the best way."
HDFC Life plans to take its new campaign through different platforms and intensify the brand experience. The significant focus is on the digital campaigns i.e. YouTube, search, display and social media because there are around 100 million internet users in the country. This is the first time that HDFC is using digital channels to launch a campaign. For the first time, a very unique launch of the ad campaign will be noticed on www.youtube.com specifically targeted at the well-informed, digitally aware users. HDFC Life's new ad campaign aims to reach out to about 4 million unique users on YouTube who will watch the commercial before the television audiences.
Though the campaign would be first launched via digital channel, but post to the campaign launch i.e. a week after going online, it will break in other mediums like TV, print, outdoor and radio too.
On the completion of this campaign, Mr. KV Sridhar, National Creative Director, Leo Burnett, said, "The campaign stems from a simple truth - if we love someone then we'll ensure that he/she will never have to suffer, after we're gone. Since 'term insurance' as a product is designed to protect the family from any financial downfall in case of untimely demise of the policy holder, the above mentioned truth lends itself meaningfully to the creative idea. It is simple - if you really love your family, you will sign up for term insurance, which translates into a man proudly wearing the badge of 'I love my family' and the things he does to ensure that at every stage of life his family is well protected. The campaign also showcases the benefits of term insurance at every stage of life in an engaging manner."
The agencies behind these campaigns are ' Interactive Avenues (for designing digital campaign), MEC (media agency for the brand) and Leo Burnett (as the creative agency).
While refusing to comment on the budget, Sanjay Tripathy said, "The Company has set a high response target from the campaign because we believe that it is connected beautifully with the TG. We would also be tracking the campaign in terms of awareness and responses."
The USP of this campaign is the dominant tag line which maintains the initial core essence of the brand i.e. 'Self-Respect & Financial Independence. "Click2Protect' offers the convenience of experiencing a simple, fast, convenient, transparent, and cost-effective way of buying a life insurance plan.
HDFC Life's "Click2protect' campaign would much focus on reach and acquisition and on the target audience front; HDFC Life is targeting consumers in the age group of 25-40 years, who are comfortable in doing online transactions. | By Ranjana Gupta [ranjana(at)adgully.com]