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ING Life firms base in AP market with new campaign

05-January-2013
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ING Life firms base in AP market with new campaign

Bangalore-headquartered ING Vysya Life, the life insurance arm of the ING Group, recently came out with a new TV campaign targeted at the Andhra Pradesh. The innovative commercial focuses on the benefits that being a life insurance advisor can entail. The target audience for the campaign includes housewives, retired individuals, and self-employed individuals. The half-hour teleshow showcased the instances of nine of ING’s most successful insurance advisors who shared their experiences of how being an advisor with ING Life Insurance has helped them in achieving their life goals and personal ambitions, while creating an alternative source of income. The 15-day campaign was aired on news channel ETV2 and hosted by popular Telugu TV star Nanda Kishore.

On specifically targeting the AP market, Mohit Goel, Executive Vice President-Marketing, ING Life Insurance said, “Andhra Pradesh is one of our key markets, given the strong distribution and association with the brand. Some of our very successful advisors come from AP and so we selected this region to launch the initiative. We are inviting the TG to come forward and evaluate the opportunity of becoming a successful life insurance advisor.”

ING Life came up with the idea of using the home shopping format to promote this opportunity. The company approached home shopping channels to help them create a similar outline, but they were unable to provide the solution that ING had in mind. Finally, they appointed a Mumbai-based recruit management consultant, engaged in insurance recruitment, who successfully created this format. Goel elaborated, “As you are aware, home shopping channels are becoming popular in the country. We got inspired by the format used by them. The only difference we have made is instead of selling a product, we are selling a career opportunity. Instead of showcasing customers who have had a good experience with products, we showcased stories of nine successful ING Life insurance advisors. These advisors represented our target group (housewives, retired individuals and self-employed individuals) for the viewers to easily relate to the opportunity.”

This campaign was promoted only through TV and just one TVC has been created and released so far. Depending on the success of this initiative, ING will carry it forward to other markets as well. “We will monitor the responses that we have generated so far and then decide further on the continuity of this campaign. We have released ads during the year across other mediums too. In early 2012, we experimented with radio in four markets,” Goel added.

ING Vysya Life came out with another such unique initiative in 2010 with ‘Pick Ur Advisor’. Customers could log on to the site, pickuradvisor, and select an advisor online based on their preferences pertaining to the location, qualifications and languages spoken by the advisor, and tenure of advisor with the company. In 2008, ING’s then creative partner Rediffusion Y&R created the ‘Mera Farz’ campaign, which spoke about how ING could enable customers to fulfil key responsibilities without worrying about finances. Earlier in 2012, the company appointed Law & Kenneth as its creative agency and OgilvyOne as its digital partner. ING Life recently released a new all-India television-based advertising campaign on January 4.

As for focus areas this year, Goel stated that ING Life would continue to focus on offering protection and savings solutions to its customers.
 

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