FLIPSIDE

TitleFLIPSIDE
BrandBIRLA SUN LIFE INSURANCE
Product / ServiceCHILDREN'S FUTURE SOLUTIONS
CategoryA01. Mailings
EntrantM&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
Entrant Company:M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
DM/Advertising Agency:M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA

Credits

Name Company Position
Ganapathy Ramachandran M&C Saatchi Direct & Digital Group Head
Raghava Rao M&C Saatchi Direct & Digital Creative Director (Art)
Sumantra Sengupta M&C Saatchi Direct & Digital CEO
Shashank Patwa M&C Saatchi Direct & Digital Account Director
Rini Mehta M&C Saatchi Direct & Digital Account Management
Prashant Raje M&C Saatchi Direct & Digital Head - Studio & Production
Deepak Agarwal M&C Saatchi Direct & Digital Executive Creative Director
Varun Bodhwani M&C Saatchi Direct & Digital Group Head (Copy)

The Brief

Indian parents still have traditional mindsets and want their children to opt for conventional careers. But, children today have many more options which they might want to explore. The challenge was to break the mindset of young couples so they would consider alternate professions for their children. We wanted parents to call, sms or visit the Birla Sun Life Insurance website so that we could help them plan ahead for their child's career using Children's Future Solutions.

Creative Execution

This creative execution was an interesting and unexpected way to bring out the dissonance that every child goes through while growing up. Young minds see the entire professional world with confused eyes, and this mailer got parents to experience exactly that.

Describe the creative solution to the brief/objective.

We devised a unique book which allowed parents to experience firsthand, the uncertainty their child goes through, while choosing a career. This book was based on the insight that even a single word can stand for two very different professions. Also, the website notjobsbutpassion.com was created to allow parents to take simple aptitude tests for their kids and know more about the finances required for their new-age careers.

Results

The Flipside books were sent out to 12,000 prospects. 552 (a response rate of 4.6%) of them responded and bought a Child Plan for an annual premium of Rs. 30,000 each. This resulted in total revenue generation of Rs. 16.56 Million. It also helped drive traffic to the website notjobsbutpassion.com. All this, at a mail pack cost of just Rs. 2.4 Million.