iProspect India, the digital agency from Dentsu Aegis Network, has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance. Imagine walking into the parking lot after watching a movie only to see a huge scratch on your favorite Royal Enfield or stylish Vespa. Would you regret not buying that two-wheeler insurance earlier? In a never-seen-before digital experiment, it touches upon this very customer sentiment in an engaging manner, reinforcing the awareness and emphasizing the timely purchase of a long-term two-wheeler insurance plan.
The two and a half minute video, captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realize that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces. The message after removing the sticker is as below.
The video has garnered over 3,14,418 views on YouTube and 13,30,807 views on Facebook, while the brand searches during this time increased by over 11%. Interestingly, the industry average for watching a full 2-minute digital video stands at around 7%, however, this video recorded a whopping 30% plus rate.
Commenting on the initiative, Sanjeev Mantri, Executive Director, ICICI Lombard said, "India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70% of two-wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and thereby ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”
Expressing his views on the successful campaign, Vivek Bhargava, CEO, iProspect India said, “In the recent past we have increased our focus on generating creative digital solutions, especially through engaging content and storytelling. The ICICI Lombard video is a great example of our efforts on this front. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. Digital has become the driver of most brand campaigns and this is only slated to grow.”
“Instead of being preachy or informative, we thought of creating a moment of realization instead. When brands spend millions to advertise through a TVC, this tactical approach proved to be more effective and efficient. The fact that ICICI Lombard readily went with our vision for the campaign is much appreciated,” said Jahan Vandrevala, Senior Strategist, iProspect India.
Watch the video here: https://www.youtube.com/watch?v=uVV4_Xaiea8
Creative team behind the campaign:
Jahan Vandrevala, Senior Strategist, iProspect India
Rizwan Shaikh, Lead Designer, iProspect India
About iProspect India
Founded in 1997, iProspect India is a part of the Dentsu Aegis Network. One of the country’s leading, multi award-winning digital agencies, it offers brands an entire spectrum of result-oriented digital marketing strategies. This includes paid and natural search, performance display, content generation, structured data & feeds, conversion optimization, data & insights, social media management, lead generation & affiliates, video and mobile services. The company enjoys a 160+ client roster across different sectors, some marque brands include Myntra, Shopclues, Koovs, Raymond, Aegon Religare, American Express, Axis Bank, Bharti Axa, HDFC, ICICI, Kotak, Maxlife, Reliance General Insurance, Royal Sundaram, Yes Bank, Cleartrip, Club Mahindra, Thomas Cook, Apollo Hospitals, Remit2India. It is home to over 270 people across four offices in Mumbai, Bengaluru, New Delhi and Chennai, with a presence in over 50 locations worldwide.
About ICICI Lombard General Insurance
ICICI Lombard GIC Ltd. is a joint venture between ICICI Bank Limited and Fairfax Financial Holdings Limited, a Canada-based diversified financial services company engaged in general insurance, reinsurance, insurance claims management and investment management. ICICI Lombard GIC Ltd. is one of the leading private sector general insurance companies in India with a Gross Written Premium (GWP) of Rs 83.07 billion for the year ended March 31, 2016. The company issued over 15.80 million policies and settled over 1.62 million claims as on March 31, 2016.
ICICI Lombard General Insurance has been declared the ‘Most Innovative Health Insurance Company of the Year’ at ‘The 2016 Frost & Sullivan India Best Practices Awards’. It has also been conferred with the Association for Talent Development (ATD) Best Award 2016 for the fourth time. ICICI Lombard has won the ‘Claim Service Leader’ (General Insurance – Large category) and ‘Technology Innovation’ Awards at the Indian Insurance Awards, 2016 The company received the ‘Claim Service Leader’ award for its excellent track record in claim settlement across product segments. It was given the ‘Technology Innovation’ recognition for its technology driven initiatives especially the ‘RiskInspect’ App, a mobile application developed to capture risk information of low sum insured property risk. ICICI Lombard General Insurance has been adjudged the ‘Non-life Insurer of the Year’ at the coveted Outlook Money Awards, 2015. Non-life Insurance as a category has been included for the first time at the Outlook Money awards, which were introduced more than a decade ago. It is a matter of pride that ICICI Lombard has been chosen as the Winner in the introductory year of the award category. ICICI Lombard General Insurance has been conferred the coveted 'Golden Peacock Corporate Social Responsibility Award 2015'. The award recognizes the company for it continuous contribution to CSR and especially for its ‘Caring Hands’ initiative, an employee volunteering CSR program. ICICI Lombard was adjudged the award ‘Golden Peacock Innovation Management Award, 2015’ for demonstrating innovation across multiple functions of its business operations and promoting the 'culture of innovation'. The award ‘Golden Peacock Award for Business Excellence, 2015’ recognizes best management practices that act as the basis for business excellence. ICICI Lombard General Insurance received the award for its robust risk management practices and customer centric initiatives. ICICI Lombard was conferred with the ‘E-Business Leader’ Award in the General Insurance Category at the 5th annual edition of the Indian Insurance Award 2015 for its performance, growth, product and market innovation, customer service and technology. ICICI Lombard was also named as the ‘Best Travel Insurance Company’ by CNBC Awaaz Travel Awards 2015 presented by the Chattisgarh Government based on an online and on-air survey.
Manager – Public Relations, iProspect India
ICICI Lombard General Insurance