Max New York Life prompts people to destroy the devil

The company’s AR initiative brings to life the ‘devil and insurance agent’ – the latest TVC characters. It pushes people to protect themselves by fighting the devil

e4m by Shree Lahiri
Updated: May 15, 2012 8:48 PM
Max New York Life prompts people to destroy the devil

Max New York Life staged an innovative extension of its new brand campaign ‘Aapke Sachche Advisor’ through an Augmented Reality (AR) initiative in Delhi.

Fighting the devil – virtually
According to Anisha Motwani, Director and Chief Marketing Officer, Max New York Life Insurance, the show brings to life the ‘devil and the insurance agent’, virtual characters from the company’s latest campaign.

This initiative, in an engaging manner, invites visitors of a mall into a designated square and once someone stands in the square, the ‘devil’ and the ‘agent’ appear in front of them – virtually. The person is then prompted to punch and destroy the devil in many ways. The devil also retaliates, and the visitor has to protect himself, failing which, the agent comes to his rescue.

On using this medium to communicate, Motwani said, “Max New York Life has always thought of communicating to its audience in an effective and innovative medium. The AR initiative is an extension of our new brand campaign ‘Aapke Sachche Advisor’.”

She added that the initiative focuses on Max New York Life’s brand promise of quality advice and need-based selling.

Aiming to educate the customer
Through this campaign, Max New York Life aims at educating the customer on how to identify a customer-centric company and distinguish between ‘right’ and ‘wrong’ selling behaviour. The communication has also been designed to extend itself beyond just promoting life insurance policies and products to begin establishing trust with the consumers.

The AR initiative is a part of a 360-degree brand campaign that will communicate the brand promise of ‘honest advice’. The communication programme comprises various innovative consumer-engagement initiatives on digital and social media platforms, as well as outdoor.

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