Birla Sun Life DM FLIPSIDE by M&C Saatchi New Delhi

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FLIPSIDE

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency M&C Saatchi New Delhi
Released November 2010

Credits & Description

Category: Flat Mailing
Advertiser: BIRLA SUN LIFE INSURANCE
Product/Service: FINANCE
Agency: M&C SAATCHI DIRECT AND DIGITAL
Date of First Appearance: Nov 10 2010
Entrant Company: M&C SAATCHI DIRECT AND DIGITAL, Mumbai, INDIA
Creative Head: Deepak Agarwal (M&C Saatchi)
Copy Group Head: Varun Bodhwani (M&C Saatchi)
Chief Executive Officer: Sumantra Sengupta (M&C Saatchi)
Account Director: Shashank Patwa (M&C Saatchi)
Account Manager: Rini Mehta (M&C Saatchi)
Studio / Production Head: Prashant Raje (M&C Saatchi)
Media placement: Direct Marketing - Courier - 10th November 2010

Describe the brief/objective of the direct campaign.
Indian parents still have traditional mindsets and want their children to opt for conventional careers. But, children today have many more options which they might want to explore. The challenge was to break the mindset of young couples so they would consider alternate professions for their children. We wanted parents to call, sms or visit the Birla Sun Life Insurance website so that we could help them plan ahead for their child’s career using Children's Future Solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We devised a unique book which allowed parents to experience firsthand, the uncertainty their child goes through, while choosing a career. This book was based on the insight that even a single word can stand for two very different professions. Also, the website notjobsbutpassion.com was created to allow parents to take simple aptitude tests for their kids and know more about the finances required for their new-age careers.

Explain why the creative execution was relevant to the product or service.
This creative execution was an interesting and unexpected way to bring out the dissonance that every child goes through while growing up. Young minds see the entire professional world with confused eyes, and this mailer got parents to experience exactly that.

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.
The Flipside books were sent out to 12,000 prospects. 552 (a response rate of 4.6%) of them responded and bought a Child Plan for an annual premium of Rs. 30,000 each. This resulted in total revenue generation of Rs. 16.56 Million. It also helped drive traffic to the website notjobsbutpassion.com. All this, at a mail pack cost of just Rs. 2.4 Million.