Top Story

e4m_logo.png

Home >> Digital >> Article

HDFC ERGO pushes motor insurance on the digital platform

16-January-2014
Font Size   16
Share
HDFC ERGO pushes motor insurance on the digital platform

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.

 

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...