How Bajaj Allianz Life’s #IfsOfLife created integrated buzz for the launch of eTouch Online Term Plan

Case study by Bajaj Allianz Life Insurance on the launch of its exclusive eTouch Online Term Plan, under the category 'Product Launch' for LI Digital Awards 2017

Bajaj Alianz Life IfsOfLife

The Brand

Bajaj Allianz Life Insurance Company is one of India’s leading private life insurance companies. Bajaj Allianz is a joint venture between Bajaj Finserv Ltd and Allianz SE. While Bajaj Group has more than five decades of experience in the local market, Allianz SE is a leading insurance conglomerate globally and one of the largest asset managers in the world with over 110 years of experience in the financial services sector and presence in more than 70 countries. Bajaj Finserv Ltd and Allianz SE, both enjoy a reputation of expertise, stability and strength.

Problem Statement

Life hai Ifs se bhari.  In other words, Life is full of ‘Ifs’, as we cannot predict the future and are unaware of what is in store for us. In fact, the word ‘IF’ comes right between the word LIFE.  In this uncertain world we are exposed to various vulnerabilities throughout our life including death, accidents, life-threatening diseases, etc.  These vulnerabilities could potentially spell danger to one’s family financially. Should the earning member of the family be a victim of any disability or chronic illness, or god forbid lose their life unexpectedly, it could be a devastating time for his/her family. Thus, the need to prepare for the wellbeing of our near and dear ones arises.

Keeping these thoughts in mind, we launched our newest product on the block – eTouch Online Term, an online term and health cover insurance plan that enables its user to ‘Jiyo Befikar’. With ‘Life hai Ifs se bhari’, Bajaj Allianz Life started promoting ‘Fikar Na kar, Plan kar’. It is in this context Bajaj Allianz Life introduced eTouch Online Term, which is a comprehensive protection solution against the #IfsOfLife.

Bajaj Allianz Life eTouch is a comprehensive protection product that addresses the needs of those customers who have to separately purchase life, critical illness and accidental death covers at an affordable price. This one-of-its-kind product provides the benefits of life, health and accident insurance along with the benefits of waiver of premium.

Identified Objectives

The objective behind the campaign was to promote the following behaviour among the target audiences:-

  • To be aware and reminded of the many uncertainties of life
  • To understand Life Insurance as a feasible and practical solution against these uncertainties
  • To appreciate the USP of Bajaj Allianz Life eTouch Online Term, thereby sparking the need to purchase the same

With this campaign Bajaj Allianz Life aimed to instill in the audience the confidence to plan a worry free life with the company by educating them about the #IfsOfLife, the realities, the three Ds – Disease, Disability and Death and the comprehensive protection solutions offered by Bajaj Allianz Life eTouch Online Term plan against the three Ds.

Also, the aim was to position Bajaj Allianz Life Insurance as a leader in spreading the message on importance of having life and health protection.

Our target audience for the campaign was young and middle aged professionals ranging between the age group of 25 and 40 years. Since the campaign trended digitally, we also aimed at targeting people who are more digitally inclined.

The Strategy

As the eTouch Online Term Plan is an exclusive online plan, digital strategy has been inevitable and of utmost importance. A 360 degree integrated digital strategy was used which covered a Bloggers’ outreach program, a trending campaign on Twitter and Facebook with carefully deliberated creative conceptions, animated videos on YouTube and e-mailers. Besides, print advertisements, radio jingles and outdoor activities like branding bus shelters were few other key connection points with our audiences.

Our strategy for the campaign comprised a mix of emotions which included hard-hitting facts, real life stats, “What-if” scenarios and direct product promotion posts thereby attracting the attention of our audience, from all quarters. The strategy used educated the audience about the #IfsOfLife and informs them about comprehensive protection solutions from Bajaj Allianz Life. The campaign reinforces the thought that life is full of “IFs”, and leverages the importance to safeguard one’s family and oneself from unforeseen events in life.

Online Activities

The #IfsOfLife campaign was launched on 20th December 2016 on all our digital media platforms. The campaign was promoted extensively across multiple social media platforms including Facebook, Twitter, LinkedIn, Instagram, Pinterest and YouTube. This started ahead of the new product launch to garner the attention of our audiences.

Bajaj Allianz SM posts

Besides social media posts, over 15 e-mailers were designed and shared with our target group to increase engagement on social media platforms prior to the event.  The mailer campaigns on #IfsOfLife focused on driving traffic to website and blogs and generated leads for the company.

These activities acted as a pre-cursor to the launch of Bajaj Allianz Life e-Touch Online Term – a pure term and health plan which was unveiled at a Bloggers’ Meet on 23rd December at St. Regis in Mumbai. Going beyond the traditional media conference and upholding the digital connect,

Bajaj Allianz Life reached out to esteemed industry bloggers and invited them to be a part of the Blogger’s Meet where the product was showcased. 25 bloggers were a part of the launch that was in line with the #IfsOfLife campaign. The event streamed live on Facebook and Twitter.
On the day of the launch, we also introduced a unique, interactive Twitter App game under the trending #IfsOfLife campaign.

Bajaj Allianz Tweetometer

The app built stories that stimulated users to tweet their responses to 16 “What if” situations that were displayed one frame at a time. When all the 16 situations had been responded to with enough tweets, the frames turned to form a red curtain, that unveiled the Bajaj Allianz Life eTouch Online Term product video for the first time to the entire world.

Also a QnA contest themed on Bajaj Allianz Life eTouch Online Term was posted on our social media platforms that helped us enhance the #IfsOfLife campaign visibility.

Simultaneously we uploaded self-explanatory animated product videos on YouTube The videos featured the concepts of the campaign and explained eTouch Online term Plan as a comprehensive protection plan. The videos were promoted on all our social media handles.

Offline Activities

ATL mediums like Print and Radio have also been on our promotional list as the target audience consumes news and information from these mediums on the go.  Radio campaigns were designed using peppy and creative ad spots to gain listener attention. Radio spots were hired with leading private FM stations, across 7 cities for a span of 4 Weeks, leading to increase in website traffic as well as call-back. In association with Radio Mirchi, Fever FM and Big FM, the campaign was conducted in cities like Bangalore, Hyderabad, Kolkata, Mumbai, Pune, Ahmedabad and Delhi.

We placed print advertisements in newspapers and magazines to leverage the #IfsOfLife campaign and promote the Bajaj Allianz Life eTouch Online Term on offline front too.  Publications like Mint, Business Standard, Hindu Business Line, ET Wealth, Deccan Chronicle and The Telegraph were used to reach out to the target audience.

The company engaged in OOH activities to widen the reach of Bajaj Allianz Life eTouch Online Term plan. Bajaj Allianz Life branded 10 prime locations back-lit Bus Shelters in Pune and Hyderabad. The design covered information related to our brand and insurance solutions offering.

Furthermore, Bajaj Allianz Life engaged with journalists across mainline, financials and industry publications where our new product offering was much talked about giving leverage to the #IfsOfLife campaign.

Results

Key Results on the day of launch of Bajaj Allianz Life eTouch Online Term Plan

  • 33 tweets from our Twitter handle on #IfsOfLife
  • 5,539 hash tag mentions, 1,502 likes, 22,687,223 impressions and 770 new followers on Twitter
  • 2,16,498 impressions, 2,324 likes and a total reach of 1, 67, 881 on Facebook
  • 25 blogs posts endorsing Bajaj Allianz Life eTouch Online Term

#IfsOfLife campaign results as on date:

  • Website traffic has grown to 1,485,635 (Dec 23, 2016 – Feb 6, 2017) from 1,159,348 (Nov 7- Dec 22, 2016) marking a growth of 28.17%
  • 190 leads were generated from e-mailer campaigns
  • Facebook

Total Reach –  405,957
Total Impressions – 507,795
Total Engagement – 15,006

  • Twitter

Total Reach –  3,358,394
Total Impressions – 27,382,890
Total Engagement – 8,506
Total Retweets – 5,111

Observations/Lessons

The impact of the campaign was measured using IncPot, Webenza’s (our creative agency) in-house social media listening and monitoring tool. The tool used for the campaign monitored brand Bajaj Allianz Life Insurance’s presence across platforms using insurance and campaign related keywords and hash tags used to generate buzz. In addition to this for measuring the impact of the campaign on social networking sites, we used Facebook, Twitter and Google analytics as well.