Category

Award

ACCIDENTS CAN RIP-OFF YOUR BANK BALANCE. CAR INSURANCE CAN REVERSE IT.

ClientADITYA BIRLA INSURANCE BROKERS
ProductCAR INSURANCE SOLUTIONS
EntrantJWT Mumbai, INDIA
Type of EntryUse of Direct
CategoryMailings
TitleACCIDENTS CAN RIP-OFF YOUR BANK BALANCE. CAR INSURANCE CAN REVERSE IT.
Product/ServiceCAR INSURANCE SOLUTIONS
Entrant Company:JWT Mumbai, INDIA
DM/Advertising Agency:JWT Mumbai, INDIA
Credits
Name Company Position
Tista Sen JWT India SVP & ECD
Pitam De Sarker JWT India AVP & Sr. CD
Lakshman Khude JWT India Sr. Art Director
Joseph George JWT India Creative Supervisor (Copy)
Samarth Shrivastava JWT India VP & CSD
Sameer Joshi JWT India 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.

Creative Execution:

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.