MEMORIES FOR LIFE

TitleMEMORIES FOR LIFE
ClientHDFC LIFE
Product / ServiceFINANCIAL SERVICES - LIFE INSURANCE
CategoryC03. Messaging Campaign
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
PR LEO BURNETT INDIA Mumbai, INDIA

The Campaign

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.

Creative Execution

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.

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.

Credits

Name Company Position
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
Links
Website URL   |   Video URL