The Campaign

Leave Behind More Than Just Money We created a first of its kind video messaging platform called ‘Memories for Life’ in the online payment site, which enable people to leave behind a reserve of little anecdotes, words of wisdom and life lessons along with their financial legacy. This becomes a medium of leaving a bit of themselves with their loved ones even when they are not around; making sure that their loved ones continue to live a life of self-respect.

Execution

On Feb 10, 2016 we launched the platform in the form of a mobile app and a microsite to help people record their messages for their loved ones. To do this the users had to simply log on, record a video message and set a date at which they would like their loved ones to receive their messages. At a predetermined date, HDFC Life will deliver all the messages they have recorded over a period of time. Simultaneously, 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 which informed the user about how to use the platform. The film was also backed up with print, radio and out of home communication. Social media platform such as Facebook and Twitter were used to generate content and run contests with #MemoriesForLife.

Site Visit In the months following its launch the microsite has had over 5 lack unique visits where people recorded 11,000 videos amounting to 3300000 seconds of video. Social Media Engagement: The brand generated 6 million engagements in the form of views, shares, tweets and likes across YouTube, Facebook and Twitter. Impact on the Brand: According to A.C.Neilsen’s brand track study, spontaneous awareness of the brand increased by 6 points to 78% and the consideration score went up by 4 points during the campaign to 59%.

The Situation

Insurance is a transactional category. Our client, HDFC Life, wanted to go beyond the transaction and build a relationship with its customers and potential ones. To meet the objective, we created a platform called Memories For Life which enables people to leave behind recorded messages for their loved ones which can be scheduled for delivery in the future. This inititiave, not only got thousands to come to the site to leave messages for their loved one, added a touch of humanity and warmth to a purely transactional category, but also driving affinity in a highly transactional category.

The Strategy

People have a lot to say to their loved ones but they leave it for another day. They have no urgency as they feel nothing is going to happen to them. They feel they are immortal. But they are suddenly aware of their mortality when they are paying their insurance premium. That’s when they realise that something may happen to them. We wanted to leverage this moment to create an everlasting relationship with them by making this moment count. We added a new platform to the online payment site which made life insurance more personal and involved. Seeing the popularity of the site, we opened it out to non customers of the brand which increased engagement and consideration for the brand tremendously.