Credits & Description:
Category: Financial Products & Services
Advertiser: ADITYA BIRLA INSURANCE BROCKERS
Product/Service: CAR INSURANCE
Campaign Name: ACCIDENTS CAN RIP-OFF YOUR BANK BALANCE. CAR INSURANCE CAN REVERSE IT
Date of First Appearance: Nov 7 2010
Entrant Company: JWT, Mumbai, INDIA
Senior Vice President / Executive Creative Director: Tista Sen (JWT India)
Assistant Vice President / Senior Creative Director: Pitam De Sarker (JWT India)
Senior Art Director: Lakshman Khude (JWT India)
Creative Supervisor: Joseph George (JWT India)
Vice President / Client Services Director: Samarth Shrivastava (JWT India)
Client Services Director: Sameer Joshi (JWT India)
Media placement: Direct Mailer - Not Applicable - 7th November, 2010
Describe the brief/objective of the direct campaign.
Target Audience: Car owners/ prospective car buyers SEC B+/A
Objective: To promote the need for car insurance and initiate enrolments.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
No matter who is at fault, an accident never comes with prior notice. Hence it is always sensible to be prepared with Car Insurance. The concept highlights the same thought with the tear-by-the-dotted-line concept. On opening the envelope the prospective customer finds a torn (damaged) photograph of a car without his/her anticipation. The same holds true in real life. Uncertainties can never be anticipated. So be prepared with the right car insurance policy from Aditya Birla Insurance Brokers Ltd.
Explain why the creative execution was relevant to the product or service.
The idea makes the target audience realize that car insurance needs can't be anticipated. Just like the torn picture of the car, accidents also come without prior notice and one needs to be prepared for it. Aditya Birla Insurance Brokers Ltd. precisely does this by offering you a range of car insurance solutions to suit your specific needs.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The communication was well received by the target audience. 1,300 direct mailers were sent to existing as well as prospective customers. The idea generated around 670 responses, collectively creating positive value for the brand.
The Direct marketing titled Envelope was done by J. Walter Thompson Mumbai advertising agency for product: Birla Motor Insurance (brand: Aditya Birla Group) in India. It was released in the Nov 2010.