A viral film to promote health insurance
21 01 08 - 11:10
Digital agency Contests2win makes 90-second Flash animation movie for ICICI Prudential
MUMBAI: “Is your future secure? How will you pay if your health suddenly goes for a toss? Do you have health insurance?” These are questions that every health insurance planner has on the tip of his tongue. Too bad that traditional advertising did not help either.
No wonder then that ICICI Prudential put its act together to do something which is being hailed as a first in advertising initiatives by Indian insurance companies.
For its health portfolio, the company directed a portion of its adspend to a viral film.
“Our objective was to convince people of the need for health insurance. Medical costs are shooting up in India and we wanted to connect to our target group in a humorous manner without compromising on the product message,” says Sujit Ganguli, senior V-P and marketing head, ICICI Prudential Life Insurance.
Furthermore, National Sample Survey Organisation (NSSO) statistics indicated that about 40% of hospitalised people in India have to borrow money or sell off their assets to cover their medical expenses.
But then advertising and insurance are like blood brothers. Both play on an emotional turf and digital agency Contests2win stepped in to capitalise on the same.
“Health insurance advertising had to move beyond showcasing happy couples and bouncing children,” says Raj Menon, COO, Contests2win.
Menon set his creative team of copywriters, designers and programmers into action and within a period of 20 days came up with Beta No 1 (www.betano1.com), a website containing the viral film.