CALL FROM THE FUTURE

Short List
TitleCALL FROM THE FUTURE
BrandAVIVA LIFE INSURANCE COMPANY INDIA
Product / ServiceAVIVA CHILD PLANS
CategoryB02. Consumer Products & Services
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
DM/Advertising Agency:BBDO INDIA Gurgaon, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chief Creative Officer
Sandipan Bhattacharyya BBDO India Executive Creative Director
Arjuna Gaur BBDO India Associate Creative Director
Anunay Rai BBDO India Creative Director
Rakesh Ranjan BBDO India Art Director
Gurdev Singh BBDO India Visualiser
Ranjeev Vij BBDO India Vice President
Rajesh Sikroria BBDO India Vice President
Anupam Chauhan BBDO India Account Director
Kanika Lal BBDO India Associate Account Director
Gaurav Rajput Aviva India Director - Marketing
Awantika Mohanty Aviva India AVP - Marketing
Sai Narayan Aviva India Senior Manager - Marketing

The Brief

The objective was to get new parents to start investing for their child's education early in life. By convincing them about the future benefits of an Aviva Child Plan in a compelling new way. The strategy - Use the child to convince the parent. (An insurance Child Plan is an investment product that allows parents to systematically invest for their child's higher education.)

Creative Execution

This was most appropriate for Aviva as its brand line in India is - Education Is Insurance. Moreover, insurance companies normally target the parents of 3-5yr olds to sell their child plans and a lot of their marketing effort is targeted at convincing them to start investing early. Parents never think of investing for their child's education till the kid is well into his early teens. It is here that the real strength of the creative lies, because it fast forwards time for one fleeting moment and makes the parent experience the ultimate gratification of investing for his/her child.

Describe the creative solution to the brief/objective.

The idea - The parents get a call from their child....in the future! We turned the telephone into a time machine and made live calls to parents of 3 to 5yr olds, from the future! These personalised calls were made from a call center. The voice the parents heard on the other end was a grown up version of their toddler, calling them from her college graduation ceremony, thanking them for planning her education finances early in life. The call also had a response mechanism built in, where in one could opt for a call back from an Aviva advisor.

Results

Over 10,000 calls have been made till now, which have generated 6000 call-back requests and led to a 30% conversion rate. At a cost of under USD 2 per personalised call, the return on investment is significant. The activity is still on and will continue for some time, and we hope to reach a database of about 30,000 young parents in the next 6 months.