Bajaj Allianz General Insurance Launches Interactive Mobile Ad
mCanvas, the experiential storytelling ad platform for small screens, and Logicserve Digital, co-created a highly interactive mobile-led ad campaign for Bajaj Allianz General Insurance. The ad campaign is using real-time weather API and augmented reality, informing users of the Air Quality Index in their vicinity. Targeting cities with high air pollution, the creative dynamically displays that respective city’s name and AQI reading.
Bajaj Allianz’s mission was to promote their health insurance policy, by tying in the ongoing weather peril in India. The brand wanted to establish an association between the pollution, its health effects, and the need for a medical insurance cover.
Based on the brief and concept shared by Bajaj Allianz, Logicserve Digital in collaboration with mCanvas, worked on a creative wherein they prompted users if they knew how polluted the air in their city is. On clicking the ‘Find Out’ button, the creative switches on the phone’s camera and through augmented reality, users can experience the dismal air quality in their surroundings. Simultaneously, the creative displays the users’ city’s AQI using real-time weather API to highlight the current, poor air quality. The screen then transitions to information on how pollution affects health, and prompts users to swipe up on their screen for a solution. The closing screen introduces the Bajaj Allianz General Insurance cover as a dire requirement to combat the health effects of pollution, along with a ‘Buy Now’ CTA, which directs users to the landing page for more information.
Reaching over 1.9 million users, the campaign is witnessing an impressive 1.5% click-through rate, which is over 7 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds, on average, engaging with the creative.
Chandramohan Mehra, CMO, Bajaj Allianz General Insurance said “The air quality issue made us think that how important it is to advocate the importance of health insurance to the audience who were facing this problem. We wanted to do this in a novel and timely manner. This technology driven ad campaign did in fact, drive home the objectives we had in mind, while keeping the users informed about the air quality around them via an interactive ad format.”
Prasad Shejale, Founder & CEO, Logicserve Digital said, “We always believe in collaborations. It has the power to understand varied perspectives and bring out the best results creating a win-win situation for partners, clients as well as consumers. We were happy to partner with mCanvas to curate this interesting campaign for Bajaj Allianz General Insurance which was very apt for the current times when pollution has become a major concern. This interactive and informative ad campaign was strategically designed to allow users to check the air quality in real-time, learn about the hazardous effects of pollution and chose a health cover basis their needs.”
Vishal Rupani, Co-founder & CEO, mCanvas concluded, “The current weather situation is alarming, and it was incumbent for us to raise awareness among users about the effects of pollution. With Bajaj Allianz’s mobile-led campaign, we used real-time weather API and augmented reality, to efficaciously deliver a meaningful ad.”