| Title | CALL FROM THE FUTURE |
| Brand | AVIVA LIFE INSURANCE COMPANY INDIA |
| Product / Service | AVIVA CHILD PLANS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | BBDO INDIA Gurgaon, INDIA |
| Entrant Company: | BBDO INDIA Gurgaon, INDIA |
| Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
| 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 Diector |
| Gaurav Rajput | Aviva India | Director - Marketing |
| Awantika Mohanty | Aviva India | AVP - Marketing |
| Sai Narayan | Aviva India | Senior Manager - Marketing |
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 will continue for some time, and we hope to reach a database of about 30,000 young parents in the next 6 months.
The creative strategy - Use the child's voice to convince the parent. The idea - The parents get a call from their child....in the future! A compelling new way to use the audio medium. A simple call from the future - a child calling her parents on her graduation day, thanking them for planning her education so well. Just that the child is actually still a toddler! We turned the telephone into a time machine! To make the calls personalised, we started this with a painting competition in preschools where we asked kids to draw what they want to become in life. We then used these paintings to call up their parents with their kid's name and chosen profession. The calls were made live from a call center. The parents could opt for a call-back from an Aviva advisor at the end of the call.
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 insight - Parents never think of investing for their child's education till the kid is well into his early teens because they fail to see the financial implications of providing a great education. It's only when the kid grows up that the stark reality of rising educational costs dawns on them. This was relevant for the client as 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. (An insurance Child Plan is an investment product that allows parents to systematically invest for their child's higher education.)