CALL FROM THE FUTURE by BBDO Mumbai for Aviva

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CALL FROM THE FUTURE

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Industry Insurance
Media Print, Magazine & Newspaper, Case study
Market India
Agency BBDO Mumbai
Associate Creative Director Arjuna Gaur
Executive Creative Director Sandipan Bhattacharyya
Creative Director Anunay Rai
Art Director Rakesh Ranjan
Released October 2010

Awards

Spikes Asia 2011
Promo & Activation Product & Service Bronze
Media Use of Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events And Stunt/Live Advertising
Advertiser: AVIVA LIFE INSURANCE COMPANY INDIA
Product/Service: AVIVA CHILD PLANS
Agency: BBDO INDIA Gurgaon
Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Sandipan Bhattacharyya (BBDO India)
Associate Creative Director: Arjuna Gaur (BBDO India)
Creative Director: Anunay Rai (BBDO India)
Art Director: Rakesh Ranjan (BBDO India)
Visualiser: Gurdev Singh (BBDO India)
Vice President: Ranjeev Vij (BBDO India)
Vice President: Rajesh Sikroria (BBDO India)
Account Director: Anupam Chauhan (BBDO India)
Associate Account Diector: Kanika Lal (BBDO India)
Director - Marketing: Gaurav Rajput (Aviva India)
AVP - Marketing: Awantika Mohanty (Aviva India)
Senior Manager - Marketing: Sai Narayan (Aviva India)
Results and Effectiveness:
Over 10,000 calls have been made till now, which have generated 6000 call-back requests and
led to a 30% conversion rate. At a cost of under USD 2 per personalised call, the return on
investment is significant.
The activity is still on will continue for some time, and we hope to reach a database of about 30,000
young parents in the next 6 months.
Creative Execution:
The creative strategy - Use the child's voice to convince the parent.
The idea - The parents get a call from their child....in the future!
A compelling new way to use the audio medium. A simple call from the future - a child calling
her parents on her graduation day, thanking them for planning her education so well. Just that
the child is actually still a toddler!
We turned the telephone into a time machine!
To make the calls personalised, we started this with a painting competition in preschools
where we asked kids to draw what they want to become in life. We then used these paintings
to call up their parents with their kid's name and chosen profession. The calls were made live
from a call center.
The parents could opt for a call-back from an Aviva advisor at the end of the call.
Insights, Strategy and the Idea:
The objective was to get new parents to start investing for their child's education early in life.
By convincing them about the future benefits of an Aviva Child Plan in a compelling new way.
The insight - Parents never think of investing for their child's education till the kid is well into
his early teens because they fail to see the financial implications of providing a great
education. It's only when the kid grows up that the stark reality of rising educational costs
dawns on them.
This was relevant for the client as Insurance companies normally target the parents of 3-5yr
olds to sell their child plans and a lot of their marketing effort is targeted at convincing them to
start investing early.
(An insurance Child Plan is an investment product that allows parents to systematically invest
for their child's higher education.)