Bronze Spike
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Product / ServiceCHILD PLANS
CategoryB02. Consumer Products & Services
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
Sales Promotion/Advertising Agency:BBDO INDIA Gurgaon, INDIA

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. 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 is why insurance companies normally target the parents of 3-5yr olds to sell their child plans.

Describe how the promotion developed from concept to implementation

Idea: A child calling her parents on her graduation day, thanking them for planning her education. Just that the child is actually still a toddler! We turned the telephone into a time machine. To make the calls personalised, we held 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 Aviva after the call ended.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

The real strength of the creative lies in the fact that it fast forwards time for one fleeting moment and makes the parent experience the ultimate gratification of investing for his/her child. This activation 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.


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 Proximity 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 Director - Marketing
Avantika Mohanty Aviva AVP - Marketing
Sai Narayan Aviva Senior Manager - Marketing