Birla Sun Life DM BUBBLE WRAP SUIT by M&C Saatchi New Delhi

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Industry Insurance
Media Direct marketing
Market India
Agency M&C Saatchi New Delhi
Creative Group Head Gwendoline Pereira
Executive Creative Director Deepak Agarwal
Released October 2011

Credits & Description

Category: Dimensional Mailing
Product/Service: PROTECTOR PLAN
Creative Group Head: Gwendoline Pereira (M&C Saatchi)
Creative Director, Art: Suneel Katarnavare (M&C Saatchi)
Executive Creative Director: Deepak Agarwal (M&C Saatchi)
Production Manager: Prashant Raje (M&C Saatchi)
Account Management: Deep Barai (M&C Saatchi)
Chief Executive Officer: Sumantra Sengupta (M&C Saatchi)
Media placement: Direct Mail - To senior executives of corporates - 24 October 2011

Describe the brief/objective of the direct campaign.
Birla Sun Life Insurance had a unique challenge at hand, to remind working professionals about the unpredictability of life and the need for adequate life insurance. But given that this target audience typically views life insurance as a tax-saving tool, a radically different approach to dramatise the real benefit of a term policy was required. The key message to be driven home was that only a term policy is suited to meet the working person's requirement for family protection.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A highly disruptive mailing was hand delivered to busy Senior Executives during working hours. The sheer shock value of receiving a totally unexpected ‘dry cleaning delivery’ maximised opening rate. The communication then reminded the recipient that we use bubble wrap when it comes to protecting items that are precious to us. But it also asked a provocative question ‘Your life is also precious, shouldn’t you protect it as well?’ To protect your life with as much attention to detail and care as your precious belongings, you now have the option to consider a Birla Sun Life Protector Plan.

Explain why the creative execution was relevant to the product or service.
How best can an insurance company say that life is precious, and needs to be protected just like anything else that we perceive as precious? Bubble Wrap is used to cover our most precious belongings, why not do the same with life? The equivalent of bubble wrap for your life is of course a healthy life insurance cover.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
500 mail packs were sent across 10 corporate houses, at a mailing cost of `5 Lacs. 88 leads were generated, 30 converted. With an average annual premium of Rs. 20,000 these 30 policies will now deliver over Rs. 1.2 Crore of revenue (over the next 20 years). This successful pilot activity will now be scaled out.