ZOG's Resultrix wins a Gold in Consumer Research category at FOMA for Tata AIG

The ‘Travel Insurance’ campaign for Tata AIG has won a Gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore recently. These awards celebrate the best in media thinking and communications across the APAC region. The campaign was based on the insight that travel is something that everyone looks forward to. Yet insurance is something most travelers don’t buy, especially in India – or if they do, it’s usually only for specific destinations.

As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within three hours of the first search. Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive three-hour window.

Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic; and ultimately increased travel insurance transactions for the brand by a massive 74 per cent.

Mayoori Kango, Chief Digital Officer, ZenithOptimedia Group, said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it.  Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”