Results and Effectiveness

Result At each and every location, Santa garnered a lot of interest and smiles. Hundreds of ‘Gifts’ with Retirement Solutions were given away. Enquiries to the numbers included on the Retirement Solutions communication received increased by 600 per day.

Creative Execution

Solution Use subtle humour to hook consumers. Then reel them in relentlessly. Which is why we saw Santa at various Malls and Cafes in January – making people wonder why he had been working way past his 25th December deadline. On going closer they saw a message that declared that Santa was indeed working way past his prime and way past his deadline because he had not planned his retirement well. This skillfully depicted what happens to people in real life – being forced to work post retirement for money. The ones who approached Santa also received a gift. On opening the ‘Gift’, people were pleasantly surprised to see Retirement Solution options from Birla Sunlife Insurance.

Insights, Strategy and the Idea

Challenge Get people to think seriously about something that is really far, far away and thereby hard to imagine – their retirement.