“Are you sure your bike is safe?’, asks ICICI Lombard in their new campaign
ICICI Lombard General Insurance and iProspect, the digital agency (from Dentsu Aegis Network), have collaborated to execute a unique digital video in their latest campaign on two-wheeler insurance.
Imagine walking into the parking lot after watching a movie only to see a huge scratch on your favorite Royal Enfield or stylish Vespa. Would you regret not buying that two-wheeler insurance earlier? In a never-seen-before digital experiment, it touches upon this very customer sentiment in an engaging manner, reinforcing the awareness and emphasizing the timely purchase of a long-term two-wheeler insurance plan.
The two and a half minute video, captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realize that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces. The message after removing the sticker is as below.
The video has garnered over 3,14,418 views on YouTube and 13,30,807 views on Facebook, while the brand searches during this time increased by over 11%. Interestingly, the industry average for watching a full 2-minute digital video stands at around 7%, however, this video recorded a whopping 30% plus rate.
Commenting on the initiative, Sanjeev Mantri Executive Director, ICICI Lombard said, "India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70% of two wheelers ply on roads without any insurance cover. AtICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and thereby ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”
Expressing his views on the successful campaign, Vivek Bhargava, CEO, iProspect Indiasaid, “In the recent past we have increased our focus on generating creative digital content, especially through engaging storytelling. The ICICI Lombard video is a great example of our efforts. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. We are looking at doing similar engaging digital video formats for other brands as well.”
“Instead of being preachy or informative, we thought of creating a moment of realization instead. When brands spend millions to advertise through a TVC, this tactical approach proved to be more effective and efficient. The fact that ICICI Lombard readily went with our vision for the campaign is much appreciated,” said Jahan Vandrevala, Senior Strategist, iProspect India.
Watch the video here: https://www.youtube.com/watch?v=uVV4_Xaiea8
Creative team behind the campaign:
Jahan Vandrevala, Senior Strategist, iProspect India
Rizwan Shaikh, Lead Designer, iProspect India