How Bajaj Allianz Life JFC Season 6 Received 6000 Entries For Its Annual Football Talent Hunt

Case study by Bajaj Allianz Life Insurance for its Junior Football camp wherein the brand went online to discover aspiring footballers aged between 14 and 16 years across the country

bajaj_allianz_junior_football_camp

The Brand

Bajaj Allianz Life Insurance is a leading non-bank promoted Private Life Insurance brand, with substantially high consumer awareness scores and consideration scores. According to the annual research report on the brand, Bajaj Allianz Life Insurance has maintained its position amongst private players by having a brand awareness of 79%, while consideration is highest amongst non-bank promoted Private Life Insurance brands in the country.

The brand has been in news for its association with team Mumbai Indians in Indian Premier League and team Kerala Blasters in Indian Super League (ISL) in 2014, and also other important campaigns like Junior Football Camp, Junior Talent Hunt, Defeat the Tax Monster with Bajaj Allianz Life Insurance. In the recent past, the brand has been quite active on social media. The customers’ feedback received in different forms on social media is proactively listened and responded to by our brand.

Problem Statement

Bajaj Allianz Life Insurance conducted its annual football talent hunt Junior Football Camp (JFC) for the sixth consecutive year. This year, 5 youngsters were selected out of the top 29 talents. The Junior Football Camp is organized in association with Allianz SE, the official partner of FC Bayern Munich. The camp is held in Munich, Germany in the second week of August and gives youngsters from across the world an opportunity to meet and get trained with the legendary FC Bayern Munich coaches on the club’s official training ground. They also got a chance to attend a match at Allianz Arena, the unique football stadium and met football stars from FC Bayern Munich like Thomas Mueller and others.

The camp this year received entries from nearly 6000 youngsters from across the country through Bajaj Allianz Life JFC Season 6 microsite. Out of these 6000 entries received, the top 29 talents were selected based on their results of Football Quotient quiz and videos showcasing their skills.

Identified Objective

Through this initiative, Bajaj Allianz went beyond sponsorship by actually conducting an elaborate selection process and choosing the best with the help of professional footballers. The selection process considered entries or applications from across different locations of the country. The main objective of having introduced Season 6 at the online platform was to provide young, talented footballers an opportunity to participate from every nook and corner of the country.

The Strategy

Youngsters were asked to log on to the website jfc6.in and register themselves. Bajaj Allianz Life representatives  helped youngsters apply. Once the registration was completed, the candidates were asked to play an online football quiz, titled “What’s your FQ?” (Football Quotient) post which they had to submit a video of not more than 2MB in size showcasing their football talent.

Execution

#Daddymycoach contest was launched in connection with Junior Football Camp, wherein the audience were asked to share their experience of the role played by their father in coaching them through thick and thin situation.

bajaj jfc6 daddy my coach

The #KheloBefikar contest was linked to the Junior Football Camp – Season 6 video launched. The audience were quizzed about their observation skills and asked question based on what they saw in the video.

Results

Facebook (Page level):

  • Total FB fans: 44,670
  • Total Page Engaged Users: 2,29,100
  • Total Reach: 48,84,934
  • Total Impressions: 86,00,475

Facebook (Post level):

  • Total post reach: 10,09,249
  • Total post impression: 12,72,571
  • Total Engaged Users on the posts: 1,46,639

Twitter:

  • Followers: 5,215
  • Impressions: 14,57,926
  • Engagement: 22,188

Observations/Lessons

During the course of Junior Football Camp Season 6, the company has learned a few lessons. We understand that a complete online activity was initiated considering the increasing number of internet users and the wider reach that comes with it. However, presence of the activity both on the online platform and on the ground will make it a win-win proposition for both the football aspirants and the company.

A holistic online campaign and selection trial on the ground should happen simultaneously in order to make the talent hunt even more popular. Going forward, our efforts will be to offer both these platforms as part of JFC in different parts of the country to make this a unique platform for budding football talents.