The new Aegon Life Insurance campaign focuses on the concept of insurance, with the proposition – Uncertain world, certain solution. A heavy TV and online burst has been planned as part of this campaign, with a 5-6 week pan India TV campaign. There will be more than 5,000 spots and presence in all genres like news, GEC, regional, movies, and so on.
Client: Aegon Religare Life Insurance
Brand: Aegon Religare Life Insurance
Agency: Ogilvy & Mather Pvt. Ltd.
Medium: TV, Internet
Pradeep Pandey, Director, Branding & Communication, Aegon Religare Life Insurance, explained, “The brief to the agency was a simple proposition – the campaign should focus on the concept of insurance. The proposition was: ‘Uncertain world, certain solution’.”
The creative agency, Ogilvy & Mather, interpreted the proposition as ‘Life can surprise you. Be insured.’ This immediately takes away some of the morbidity the proposition had inherent in it and yet makes people think for a second about the uncertainty of life. And then perhaps consider insuring themselves with Aegon Religare Life Insurance. The three TVCs are titled – ‘Friends’, ‘Laughter’ and ‘Office’. In the ‘Office’ TVC, one man is walking while talking on his phone. So engrossed is he in the conversation that he fails to see the window sill and falls out of the window. Two people watching this say, ‘Life can surprise you. Call Aegon Religare’. In the ‘Laughter’ TVC, a group of men in their late 50s are seen walking and laughing, when suddenly a bee darts into the mouth of one of them. The voiceover states: ‘Life can surprise you. Be insured’. The ‘Friends’ TVC shows three young men walking out of a restaurant in a happy mood, where they had attended probably a fancy dress party. One of the guys is dressed as a cow, another one is dressed like a bunny, while the third one is wearing a moose costume, complete with antlers. While returning home in a car, the ‘moose guy’ steps out to relieve himself when he is mistaken by a hunter, who can only see his antlers, to be an animal, who takes aim and fires his gun. The startled friends in the car wake up to the sound of gunfire. Voiceover says: ‘Life can surprise you. Be insured.’
The films have tried to strike a very delicate balance, keeping the message real yet fun, amusing, but not frivolous. The agency walked this thin line while delivering the series of films, which have very unexpected endings, followed by the message: ‘Life can surprise you. Be Insured’. Mediums allowing use of audio-visual elements were considered and then they went ahead with television and Internet.
The Final Product:
Pradeep Pandey, Director, Branding & Communication, Aegon Religare Life Insurance, said, “Our objective at the briefing stage was to have a relevant message, set in an interesting manner. The campaign highlights the need for protection in everyday life, but without being preachy or morbid. The beauty of the campaign is its simplicity, relevance to insurance category and clutter breaking creative. We hope that the audience finds the campaign entertaining as well as relevant.”
Anup Chitnis, Executive Creative Director, O&M, added here, “To begin with, the brief was interesting and single-minded, so it is always exciting and challenging to work on these kinds of briefs. Therefore, what we attempted to do was to keep the simplicity in the situations, followed by the surprise at the end, which has worked beautifully to build the brand message, and at the same time gives you a feeling that this can happen to you too. We made sure that the humour element in communication doesn’t scare you, yet make you think about the importance of insurance.”
Anuraag Khandelwal, Creative Director, O&M, said, “The campaign drives home the point that in life, anything can happen. This has been communicated in a dramatic and engaging manner, avoiding the use of negativity associated with the uncertainty of life. It’s different from other insurance campaigns as it goes down to the basics of why one needs to be insured.”
Kunal Gill, Executive Creative Director, Dentsu Creative Impact, said, “I’ve just finished watching the new Aegon Religare Life Insurance TV campaign. Do they stand out? Yes. Do they make their point? Yes. Are they well made? Absolutely. So, why is it then that after watching them, I would rather buy life insurance from any provider in the country before buying a policy from Aegon. Because they are, quite simply, in very bad taste. Life and death is a very serious subject, so let’s try and find a lighter way to make the point. Fair enough, but there’s a very fine line between lightness and frivolity. The proposition is a blinding glimpse of the obvious. The stories, predictably enough, dramatise the negative. The craft, however, is excellent. I like the touch of reality in the execution. Regular looking actors, real look and feel, a little hand-held, ambient sound only. Nice. Unfortunately, good execution doesn’t save a bad idea.”
The ads are well scripted and give the clear message of ‘uncertain world, certain solution’. They are amusing without making light of the need for insurance. But perhaps the films are not convincing enough to go out and buy only Aegon Religare Life Insurance and not some competing brand.