ACCIDENTS CAN RIP-OFF YOUR BANK BALANCE. CAR INSURANCE CAN REVERSE IT.
|Client||ADITYA BIRLA INSURANCE BROKERS|
|Product||CAR INSURANCE SOLUTIONS|
|Entrant||JWT Mumbai, INDIA|
|Type of Entry||Use of Direct |
|Title||ACCIDENTS CAN RIP-OFF YOUR BANK BALANCE. CAR INSURANCE CAN REVERSE IT.|
|Product/Service||CAR INSURANCE SOLUTIONS |
|Entrant Company:||JWT Mumbai, INDIA|
|DM/Advertising Agency:||JWT Mumbai, INDIA|
||SVP & ECD
|Pitam De Sarker
||AVP & Sr. CD
||Sr. Art Director
||Creative Supervisor (Copy)
||VP & CSD
Describe the brief from the client:
Target Audience: Car Owners / Prospective car buyers SEC B+/ A
Strategy: Car Accidents can't be anticipated. Hence you need to be prepared in advance by choosing a car insurance policy that's just right for you.
The concept actually puts the target audience in a situation where things go beyond anticipation. As the prospect opens the envelope he finds a torn snap of a car inside without him anticipating it. The same is the case with car insurance. Accidents never come with prior notice and only car insurance can reverse the damage caused. The concept actually creates a need for car insurance convincingly with the unpredictable creative execution.
Describe the creative solution to the brief/objective.
No matter who is at fault, an accident never comes with prior notice. Hence it is always sensible to be prepared with car insurance. The concept highlights the same thought with the innovative tear-by-the-dotted-line concept.
On opening the envelope the prospective customer finds a torn (Damaged) photograph of a car without his/her anticipation. The same holds true in real life. Uncertainties can’t be anticipated. So one needs to be prepared with the right car insurance solution from Aditya Birla Insurance Brokers Ltd.
Describe the results in as much detail as possible.
The envelope DM worked wonders for the brand. 1300 envelopes were sent to car owners which generated around 670 responses.