|Title||MEMORIES FOR LIFE|
|Product / Service||FINANCIAL SERVICES - LIFE INSURANCE|
|Category||C01. Use of Digital Platforms|
|Entrant||LEO BURNETT INDIA Mumbai, INDIA|
|Idea Creation||LEO BURNETT INDIA Mumbai, INDIA|
|PR||LEO BURNETT INDIA Mumbai, INDIA|
|Rajdeepak Das||Leo Burnett||Chief Creative Officer|
|Oindrila Roy||Leo Burnett||Sr VP|
|Sharon Thambi||Leo Burnett||Brand Manager|
|Aman Mannan||Leo Burnett||Group Executive Creative Director|
|Pravin Sutar||Leo Burnett||Associate Executive Creative Director|
|Pradeep Kumar||Leo Burnett||Creative Director|
|Swagata Banerjee||Leo Burnett||Copywriter|
|Maruthi Sivakumar||Leo Burnett||Art Director|
|Ajeeta Bharadwaj||Leo Burnett||Planning Head|
|Niharika Talwar||Leo Burnett||Brand Strategy Associate|
|Ravi Adhikari||Leo Burnett||Associate Vice President|
|Sharat Kataria||Red Ice Films||Director|
|Kilan Shetty||Red Ice Films||Producer|
|Varun Grover||Red Ice Films||Lyrics|
|Hanif Shaikh||Red Ice Films||Lyrics|
|Nidhi Handa||Leo Burnett||Art Director|
|Gary Grewal||Red Ice Films||Executive Producer|
|Vandana Singh||Red Ice Films||Executive Producer|
|Hanif Shaikh||Red Ice Films||Music director|
We created a first of its kind video messaging service called ‘Memories for Life’, which provides a platform where the HDFC Life user can- along with his financial legacy - also leave behind a reserve of little anecdotes, words of wisdom and life lessons – all things that make him truly indispensable.This becomes a mediumof leaving a bit of yourself with your loved ones even when you’re not around; making sure that they continue to live a life of self-respect.
We created a platform in the form of a mobile app and a microsite to help people record their messages for their loved ones. One had to simply log on, record a video message and set a date at which he would like their loved ones to receive the messages. At the decided time and date HDFC Life delivers all the recorded messages. To drive awareness, we also launched a film which was run on TV, DTH, Cinema Halls, Live Media and YouTube. This was followed up with educative videos to teach the user about the platform. We backed this with print, radio and OOH communication. Social media platforms such as Facebook and Twitter were used to generate content and run contests. For trials, we did radio activations in malls across major cities. To sustain the campaign, we associated with one of the IPL Cricket teams, Rising Pune Supergiants.
Social Media Engagement: In the 2 months following its launch the microsite has had over 3 lac unique visits. Furthermore, we have had 6 million engagements in the form of views, shares, tweets and likes across YouTube, Facebook and Twitter. People have recorded about 6500 videos amounting to 210000 seconds of video. Impact on the Brand: According to A.C.Neilsen’s brand track study, spontaneous awareness went up by 6 points to 78% and intention to purchase scores went up by 4 points to 59% during the campaign. Thus making Memories For Life a platform which added a touch of humanity and warmth to a purely transactional category.
Paying the insurance premium is a process which is carried on year on year. The user logs on, pays their premium and logs off. Over the years this moment becomes completely transactional for the user. We decided to leverage this moment to build a relationship with our user and make this moment count. Through the platform, Memories for Life, HDFC Life gave their customers an option to record a short 5 minute message for their loved ones which will be passed onto them as a legacy at a pre-decided time, thus driving affinity in a highly transactional category.
HDFC Life has come to stand for reliability and financial independence. ‘SarUthaKeJiyo’- Live with your head held high is synonymous with the brand. To connect with the younger dads of today the brand recently underwent a brand refresh which highlighted the changing role of today’s men from being just the provider of the family to that of a ‘hard to replace man’ who forms the backbone of his family by enabling them financially and equipping them to stand on their own two feet. Further to this, the brand decided to walk the talk. Research revealed that the user interaction with the category was purely transactional. Every year he logged on, paid his premium and logged off. We sought an opportunity in leveraging this transactional moment to put into action the belief of the brand and build a relationship with our user.