HDFC Life has augmented its online channel with the launch of HDFC Life Click2Protect, an online term insurance plan. An aggressive digital promotional is all set to roll out starting this week, followed by TV, print and OOH campaign.
For the first time, HDFC Life will launch its TVC on YouTube one day before it breaks on TV channels. Interactive Avenues is digital agency for the campaign. The TVC has been conceptualised by Leo Burnett, while the media duties are being handled by MEC.
Commenting on the marketing spends, Sanjay Tripathy, Executive Vice President and Head, Marketing and Direct Channels, HDFC Life, said, “We are looking at a response driven campaign. With the launch of an online product, we want to make sure that we reach out to all the people who are comfortable using this medium, which is a wide audience base. We will be spending 30-35 per cent of our media budget on digital promotions for this campaign.”
Talking about the target audience for the campaign, Tripathy said, “HDFC Life Click2Protect is suited for those who seek insurance cover at nominal premiums against their liabilities. It is available in more than 750 cities across the country, the highest reach of an online term insurance plan in the industry. The objective of launching HDFC Life Click2Protect is to cater to the needs of informed customers not just in metros, but in Tier II and II cities as well.”
The digital promotional campaign is broadly focused on creating buzz and driving acquisition. The YouTube channel will be used as a mass vehicle reach, apart from search engine marketing, sponsored web banners, advertising on major e-commerce platforms and social media marketing.
The TVC consists of five films, each addressing different needs at various stages in the lifecycle of a bread winner. Firstly, when a person gets married, their responsibility towards the immediate family increases – his parents and his wife. Saving up for the growth and well-being of a child and his/her future becomes important. Secondly, financial stability for the future is also an important aspect as is paying off long term liabilities like the home loan, as a house always plays an important role in the security of the family. Therefore, the campaign message is, “I love my family”.