The Campaign

In the past 6 campaigns it was observed that most of the website traffic increases in the first 8 minutes aafter airing the spot. This observation helped us to analyze which channel/channels/programme/daypart helped in increasing the website traffic and thereby improved optimizing the media plan in a more effective manner. Hence, the 8 Minute rule was created as a measure of success for the spots aired. No. of Visitors in 8 minutes POST spot airing – No. of Visitors in 8 minutes PRE spot airing) ÷ 8= Average Incremental Visitors Ad Spend on the Spot ÷ Average Incremental Visitors = CPIV (Cost Per Incremental Visitor Hence, the key KPI on which the decision trees were built: Lower CPIV = Greater Effectiveness

Creative Execution

3 Analyses were done ;- 1)Selecting channel applying 8 Minute rule Top 10 programmes/properties identified on the channels that consistently did well in driving incremental traffic and investment beefed up in them ? Male centric shows such as CID tend to do extremely well in terms of CPIV, ? Reality shows worked well throughout. ? Hindi movies, particularly WTPs and festivals, did extremely well ? English News, English Movies, and Niche channels, to which small percentage of spends allocated, perform in terms of CPIV ? SAB TV performed very well on the back of Tarak Mehta 2) Selecting time slots applying 8 Minute rule Slots 7pm-9pm & 9pm-12pm are high on performance and low on CPIV Slots 9pm-10pm & 10pm-11pm are high on performance but high on CPIV 3)Selecting days applying 8 Minute rule On weekdays Mon & Tue delivered low CPIV Sat & Sun delivered low CPIV

Investment beefed up in channels/shows/programmes which resulted in incremental traffic We were able to identify channels and shows that were performing poorly for their cost, and dropped the bottom 10 For weekly shows, we were able to identify the days & time bands which were lower in CPIV and also helped in increasing web site traffic. TV, being the primary medium consuming 90% of the brand’s media spends, warranted greater focus on efficiency. Armed with a KPI developed through observation over a time that directly linked to business results - the power of analytics was leveraged to identify the key elements of TV plan that have worked better in terms of generating higher incremental traffic per. Bottom Line:- 20% increase in traffic on policybazaar.com during the campaign

We had to optimize the plan to achieve a twofold objectives – reduce costs, maximize returns; effectiveness would thus be a by-product. Observation over a period of time revealed that most of the increase in website traffic is seen in the first 8 minutes of airing the spot. This observation was transformed into a measure of success for a spot, and therefore the effectiveness of the channel that aired it.Hence, the 8 Minute rule was created as a measure of success. This Media strategy needs to be acknowledged at this platform.

Insights, Strategy and the Idea

Insurance is a category where buying decisions are mostly taken by the male members of the household, irrespective of who the policy is for. The core target population is between 25-35 male, working professionals, tech savvy and who are capable of taking informed decisions. However the percentage of population who actually purchase insurance from the portal fall in the age bracket of 35-44 essentially from the top six metros. Hence for any marketing communication the target audience is 25-44/AB/Male residing in top six metros. In order to come up with a cost effective and efficient media plan, the 8 minute rule was mapped with TV spot data on the basis of the following three parameters: • Top channels/Programmes • Time slots • Days of week