Apollo Munich’s ‘unbelievable’ OOH activation
Apollo Munich Health Insurance’s OOH activation in Chennai, wherein it ‘snowed’ in the city, took forward its ‘unbelievable’ peg for Optima Restore
Published - Feb 20, 2012 8:52 AM Updated: Feb 20, 2012 8:52 AM
Apollo Munich Health Insurance is aggressively promoting its health insurance product Optima Restore. Close on the heels of launching a television campaign, the stand-alone health insurance company is taking the ‘unbelievable’ peg to other media platforms.
As part of this drive, Apollo Munich has brought “snowfall in Chennai” at the Express Avenue Mall. Mudra Max, the agency partnering Apollo Munich in their ‘unbelievable’ concepts, came up with an execution whereby it snows in Chennai, a city which has never seen snowfall. An innovative pre-event hype promotion saw promoters distributing Apollo Munich branded balloons with ‘Snowfall in Chennai’ written on it, as an invite. Radio also acted as an invite medium to drive people in hordes to the event.
On the day of the event, the team created a maze structure through which people could explore their way to the main event, to experience snowfall. A snow machine threw imitation snow around an igloo through the day, attracting crowds who not just experienced it, but took home the experience in their mobiles and cameras to share with others.
To round off the snowfall effect, people could also indulge in a game of skiing, using a motion sensing game played on the large screen.
Speaking on the event, Mandeep Malhotra, President and Head Mudra Max (OOH, Experiential, Retail), said, “That the event was a huge success can be seen by the number of people who came to participate in the happening of the unbelievable. For a mall event to reach out to more than 100,000 people over the weekend is rare. Needless to say, the brand delivered on its promise of offering the ‘Impossible’ to the people of Chennai and I am indeed happy that I was present here personally to experience the same.”
Speaking about Optima Restore and unbelievable ‘Snow in Chennal’, Antony Jacob, CEO, Apollo Munich Health Insurance, said, “For the past four years, Apollo Munich has brought to the marketplace, unique and innovative products. Optima Restore is the latest and most exciting with the presence of two unbelievable benefits. Restore benefit automatically reinstates the basic sum insured in case the insured exhausts their sum insured in a policy year. Another unbelievable multiplier benefit is that in case a customer has a claim free year, the insurance cover increases by 50 per cent the next year and double it the year after at no extra change, guaranteed.”
“Optima Restore has been designed to offer complete comfort to health insurance consumers, since their coverage will increase whether they use up the plan, or don’t use it at all. Guaranteed, and with no extra charge,” Jacob added.
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