Insurance banking forms one of the biggest service industries in India. However, selling insurance to highly skeptical and price conscious Indian customers in an overly crowded sector becomes a little tricky affair. In order to reach out to masses and stand out in the crowd the insurance companies have been resorting to social media campaigns.
Last year, ICICI Lombard ran a road safety campaign where it showed motorists’ behavior in front of a cop and otherwise in short clippings. These clippings were aired on YouTube. Another mainstream player Aviva Life Insurance ran a “What’s your big plan” campaign on its microsite to encourage l children to share their dreams and ambitions.
The latest to join the bandwagon is HDFC ERGO General Insurance. The insurance company recently initiated a campaign on YouTube to promote its motor insurance app. The campaign was a mix of online and on-ground activation held across PVR cinemas. It focused on HDFC ERGO’s Motor Insurance policy which can be bought or renewed through the company’s mobile website.
This activation was executed during the opening weekend of Dhoom 3 screenings at PVR Cinemas and the witnessed 7.14 lakh hits on YouTube in 7 days. Talking to Exchange4media, Bindi Thakkar, VP-marketing, HDFC ERGO stated that the basic objective of this campaign was to push motor insurance via online medium. “We were getting good response on social media for our product. Since it is a flat product you can either give testimonials or a traditional product placement. We wanted something different and thus this campaign was conceptualised.” MX Advertising was the creative agency behind the campaign.
Thakkar also shared that the company plans to come up with a string of online campaigns. “We have got active on online space this year itself. We have increased our online media spends and will certainly be running more such social media campaigns,” she added.