Bronze Spike
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Product / ServiceAVIVA CHILD PLANS
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantBBDO 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

Results and Effectiveness

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.

Creative Execution

The creative strategy - Use the child's voice to convince the parent. The idea - The parents get a call from their 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.

Insights, Strategy and the Idea

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.)