PROUD PARENTS by J. Walter Thompson Mumbai for Birla Sun Life

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PROUD PARENTS

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Industry Banking & Financial Services
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Photographer Rohit Redkar
Released February 2011

Credits & Description

Category: Financial Products & Services
Advertiser: BIRLA SUN LIFE INSURANCE
Product/Service: CHILDREN’S FUTURE SOLUTIONS
Agency: JWT
Date of First Appearance: Feb 24 2011
Entrant Company: JWT, Mumbai, INDIA
Entry URL: http://www.notjobsbutpassion.com
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director: Ram Jayaraman (JWT India)
Senior Creative Director: Sundeep Sehgal (JWT India)
Creative Supervisor: Kuber Sharma (JWT India)
Senior Art Director: Rishabh Thapar (JWT India)
Senior Art Director: Mohnish Padmashali (JWT India)
Client Services Director / Vice President Client Servicing: Samarth Shrivastava (JWT India)
Client Services Director: Rajesh Nair (JWT India)
Account Manager: Vineeta Sukhija (JWT India)
Account Executive: Shruti Dayal (JWT India)
Photographer: Rohit Redkar (JWT India)
Media placement: Dimensional Mailer - Courier - 24 February 2011

Describe the brief/objective of the direct campaign.
It’s a job if it lacks passion.

This is the voice of young India that echoes a simple fact that even parents acknowledge.

A powerful insight that triggered Birla Children’s Future Solutions to launch the website offering parents a simple test that scientifically assesses the child’s aptitude and personality traits and recommends possible career/passion and education options. Eventually empowering parents with Birla Children’s Future Solutions – designed to ensure funds at every step of the child’s education.

Brief: How to convince parents to visit the website and secure their child’s future with us?

Solution: We show parents their child’s future.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Armed with a loyal database of existing customers and possible new customers, we targeted parents of children aged 5-15.

Next, we handpicked the most admired companies, desired professions and also upcoming offbeat careers – basically a diverse offering of passions a child can be expected to have and packed their visiting cards with a surprise addressed to the parent.

Parents were pleasantly surprised to see the name of their child on all of the visiting cards and the many career options their child could choose from.

The result: Parents understood that their child’s future was in their hands.

Explain why the creative execution was relevant to the product or service.
Seeing the name of their child on the visiting cards of any number of different professions was unexpected, sudden and surreal. High on emotions, the idea struck a chord with parents. It gave them a glimpse of their child’s future. They were also reminded that they had the power to secure it with just a few clicks. And see their child grow up to be anything he/she chooses to be - Wildlife Photographer, Doctor, Engineer, anything. With a guarantee that Birla Children’s Future Solutions would empower their child to chase his/her passion.

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.
Within just three weeks of launching the idea, the website received over 12,000 unique visitors. Of which 9,786 parents took the online test and 5,901 secured their child’s future with Birla Children’s Future Solutions.

The low-on-budget high-on-impact idea spread by word of mouth and this added to inquiries and interest in the product.

Till date, over 32,000 parents have secured their child’s future with Birla Children’s Future Solutions, a fact proudly mentioned on the website. And soon the idea will travel to more cities across India securing the future of thousands of children.