Execution

On Feb 10, 2016 we launched the platform in the form of a mobile app to help people record a 5 minute message for their loves ones while paying their premium. This was also supported by a micro-site. The service works in 2 simple steps. Record your message and set a date at which you would like your loved ones to receive your messages. At the time and date decided by you HDFC Life delivers all the messages you have recorded over a period of time.

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 medium of 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

People record their message while buying their policy, this message can be dated as to by when they wish the concerned person to receive. To introduce the concept to our audiences, we launched a TVC and created a long format film on YouTube. These were backed up with print communication. We also ran contests on social media channels such as Facebook and Twitter with the hash tag #MemoriesForLife encouraging people to record their own personal messages for their loved ones. Post the launch we drove awareness leveraging radio, OOH and HDFC Bank branches.

In the 2 months following the launch, we have had 3 lac unique visits to the Memories for Life microsite. People recorded 7000 videos using the app and the microsite which amounts to 35000 minutes of video time. Spontaneous awareness of the brand also went up by 6 points from 72 to 78 and the brand consideration scored went up by 4 points from 60 to 64 during the campaign. It also moved the social media resulting in users posting, tweeting and spreading the word about the campaign. Even celebrities got involved! The campaign became fodder for news and was covered by major media channel, making HDFC Life the most talked about insurance brand of the year.

HDFC Life has pioneered life insurance in India for almost a decade now. They don’t just sell insurance, but believe in a life lived with pride, even after the death of a loved one. This gave birth to Memories for Life - a first of its kind video messaging platform that helps you record a special message for your loved ones and leave behind more than a secure future for them.