HDFC Life recently launched a digital platform called #MemoriesForLife through an integrated campaign on both offline and online media. The press statement says ‘The digital platform called #MemoriesForLife allows the man of the house to record little anecdotes, words of wisdom and life lessons, so that he continues to guide his loved ones in his absence’ .
Interestingly Ogilvy India reached out to exchange4media with the link of a report on a digital campaign, the agency had done for their client Future Generali over 4 years ago based on the same idea, (you can read the report published in 2012 here Future Generali forays into online insurance)
"We take great pride in the work that we create for our clients. A lot of hard work was put in by the team at Future Generali and Ogilvy to make this path breaking digital idea happen way back in 2011. The links from 2011-2012 of the media coverage for the online campaign are quite self -explanatory." Said Sukesh Kumar Nayak, Executive Creative Director, Ogilvy India .
The campaign also won a silver metal at Effies in 2011.
"It took us and Future Generali a year to work on this initiative, the client had to completely reboot their complete IT system” recollects Nayak.
What Leo Burnett and HDFC have to say?
Sanjay Tripathy, Senior Executive Vice President - Head Marketing, Product, Analytics, Digital & E-Commerce, HDFC Life said, “I cannot comment on the similarity of our campaign with this particular video as we not seen this video prior to today and it doesn't seem to be available on any public forum. It must have been a targeted communication for one of their products and the process of recording is not mentioned anywhere and currently not available anywhere in their website. Nobody I know seems to be aware of this video.”
He further added, “Post the success of our last year’s campaign which was about the provider who is hard to replace in his family's life, we wanted to extend the brand experience to a larger audience by creating an online platform which enables people to leave messages which often remain unsaid but can go a long way in shaping their family’s future. This platform is open to not just our customers but everyone to leave behind a legacy of messages. You can store the messages for 10 years and create as many messages as you want and schedule whenever you want it to be delivered, to as many as 4 people. This is in line with our brand philosophy of Sar Utha ke Jiyo, wherein we believe in enabling people to lead a life of pride and self-reliance.”
Speaking in a similar vein, Saurabh Verma, CEO, Leo Burnett, South Asia said, “We cannot compare a small online video with an always-on platform. It has taken us 9 months to build a platform. Our objective is for people to leave behind a lot more than money and we enable that through our 'memories for life' platform. Using our platform people can actually leave messages behind, which will be delivered to their loved ones on a date pre-decided by them. I am not aware of any brand which has created this platform. Comparing this video (which even a Google search cannot reveal) with a massive platform built by HDFC and Leo Burnett is frankly a joke. This is like comparing a 'Nike +' platform with an internal AV done on a community of runners.”
Ogilvy –Future Generali Campaign
The Ogilvy campaign for Future Generali Ogilvy campaign allowed the insurance policy holder to leave behind a recorded video message for his/her loved one, while buying an online life insurance. At the time of the claim, the nominee would not only get the amount he / she were covered for, but also an unexpected pre-recorded goodbye video message from the policy buyer. The brand decided to take a different route in an overcrowded market with existing players through the campaign.
Leo Burnett – HDFC campaign
The idea comes from the customer understanding that, often, a lot is left unsaid in the strife for securing the future of loved ones. The brands sees this as a strategic move to shift insurance from a transactional space to an emotional space, and to remind the man of the house that he means a lot more to his family than just money.
Watch the film here:
While both the brands aimed to create consumer engagement through a different and emotional proposition by positioning their brands away from a transactional led perception, the ideas though on different scale and dimensions do seem to be similar at a basic level.
As Ogilvy’s Nayak says “Originality of the idea has nothing to do with scale, don’t compare the video compare the thought.”