HDFC ERGO banks on PR, digital, outdoor for robust launch strategy for Here app

HDFC ERGO General Insurance Company Limited, a digital-first company, transforming into an AI-first company, HDFC ERGO is a leader in implementing technology to offer customers the best-in-class service experience. The company has created a stream of innovative and new products as well as services using technologies like Artificial Intelligence (AI), Machine Learning (ML), Natural Processing Language (NLP), and Robotics. HDFC ERGO offers a range of general insurance products and has a completely digital sales process with ~93% of retail policies issued digitally. HDFC ERGO’s technology platform has empowered the customers to avail 69% of the services digitally on a 24x7 basis with ~19% of the customer requests serviced by Artificial Intelligence-based tools.

HDFC ERGO launched its Here app, an insurance-led ecosystem, in August this year. It goes beyond traditional insurance, focusing on health, wellness, and mobility to address real customer issues. Here app distinguishes itself by being a comprehensive solution, the second-largest general lifestyle insurer. Its key features include a strong emphasis on health and wellness, mobility services, anxiety solutions, enhanced convenience, and a focus on helping users save.

In an exclusive interaction with Adgully, Somesh Surana, Head - Digital Business Group & Marketing, HDFC ERGO General Insurance, speaks about the inspiration and idea behind their Here app, the marketing and communication strategies, leveraging digital platforms, the role of PR in amplifying brand visibility, and more.

What is Here app?  What sets Here app apart from other similar apps, and what are its key features?

Here app is an insurance-led ecosystem launched in August. It goes beyond traditional insurance, focusing on health, wellness, and mobility to address real customer issues. Here app distinguishes itself by being a comprehensive solution, the second-largest general lifestyle insurer. Its key features include a strong emphasis on health and wellness, mobility services, anxiety solutions, enhanced convenience, and a focus on helping users save.

What inspired the creation of Here app, and what is the company’s vision?

The inspiration came from staying connected with new-age companies and start-ups, realising the importance of becoming more relevant to consumers. The vision is to gain the mindshare of consumers by addressing daily needs beyond traditional insurance services.

How does Here app communicate itself as a ‘one-stop solution’?

The campaign positions Here app as ‘One Beyond Insurance’, emphasising its role as a comprehensive solution. It aims to address a broad range of consumer concerns, including health, wellness, mobility, anxiety, convenience, and savings.

What are the three pillars that Here app focuses on, and why are they important?

Here app focuses on three pillars: anxiety, convenience, and savings. These pillars are crucial as they represent the core areas that the app aims to address in the lives of consumers, offering solutions that go beyond traditional insurance coverage.

How did you approach reaching out to your target audience for Here app, considering its new-age identity?

Our strategy was centered around the app’s modern identity, characterised by a minimalistic design and communication approach. We leveraged digital platforms such as YouTube and Instagram and extended our reach through various channels. The design ethos carried through to outdoor and radio advertisements, ensuring consistency across all touchpoints.

Could you elaborate on the channels you utilised to promote Here app and the rationale behind this choice?

We strategically utilised digital channels, including YouTube and Instagram, aligning with the preferences of our target audience. To broaden our reach, we complemented our digital efforts with radio and outdoor advertising. Even every outdoor display featured a clear Call-to-Action (CTA) with QR, facilitating a direct download of the app, enhancing user engagement.

How did Public Relations contribute to the launch of Here app?

PR played a crucial role, securing over 50 coverages that significantly amplified our brand visibility. This extensive coverage facilitated the placement of Here app in more than 200 outdoor locations. The combined effect of PR, digital, and outdoor advertising created a robust launch strategy, capturing the attention of our intended audience.

In what ways did you ensure a targeted approach in reaching your consumers?

Our approach was highly targeted, reflecting the nuances of our consumer base. By combining digital channels, outdoor advertising, and radio, we tailored our messaging to resonate with the preferences of our intended audience. The minimalistic design and clear CTAs reinforced a user-centric approach, encouraging a more direct and personalized connection with our consumers.