Humour seems to be the key to break the clutter when it comes to advertising for insurance products. Bajaj Allianz General Insurance is the most recent brand to launch a humours digital campaign with the tagline ‘Awkward Silence’ to create awareness about the importance of getting insurance among consumers.
The advertising campaign conceptualised by WAT Consult features objects from daily life such as a motorbike, travel bags, television and others, narrating instances of awkwardness when their owners forgot to back them up with an insurance plan.
On last count, the ads had received more than 1.5 million views on Facebook and more than 8.6 lakh views on YouTube. Speaking to exchange4media, Sourabh Chatterjee, President and Head of Technology, Digital Sales and Marketing, Bajaj Allianz General Insurance, said that the while insurance is a serious subject that needs to be handled with utmost responsibility and seriousness, it is imperative that the message about the need for ‘being Insured’ is communicated to customers and prospects in a lighter vein. “Our past experience tells us that digital content with clear messaging and takeaway seems to do well on social media. Examples include parody videos, news sites, satires etc. This was our motivation to try something new and go in the quirky, humorous direction for our new campaign,” he said.
Mohit Goel, Director, Marketing and Direct Channel, Exide Life, said that in the past, insurance companies used to have very similar advertisements in typical family settings. “That leads to a risk of the brand getting missed, and therefore, Exide Life has begun using differentiated content to stand out,” he said. “Humour is another way of delivering engaging content that is also useful,” he added.
Exide Life’s new year campaign #NoMoreExcuses, which featured two stand-up comedians, had gone viral resulting in a huge spike in the number visitors on the Exide Life website. “From an average of 3,500 visitors, the number of visitors jumped to 21,000 per day,” said Goel. Enquiries also grew by 300-400 per cent on the back of the entertaining advertisements, he noted.
According to Chatterjee, with insurance marketing, all that a brand can aim for is recall. “Insurance isn’t an impulsive purchase, it is a need-driven buy. Insurance is also perceived as a complex product to understand. We want to break this idea among people and feel that one of the best ways to deal with a complex topic is humour.”
Bajaj Allianz wishes to be known to its customers as a credible option. And humour and wit work in favour of the brand to establish this rapport, says Chatterjee. “A humourous approach to insurance advertising isn’t very common, and it helps us break the clutter. This may change in the future. If everyone decides to go the humour way, we’ll have to think up another way to get the attention of our consumers,” he said.