Posterscope India, the out-of-home agency from the Dentsu Aegis Network, has conceptualised and executed a high visibility out-of-home campaign for IDBI Federal Life Insurance. The task put forth by IDBI Federal Life Insurance team was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales.
The objective of the campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.
The challenge awaiting the Posterscope team was twofold – first, the need to cover a humungous geographical spread in a short span and second, to juggle with multiple creatives in numerous languages. It was with the help of a well-crafted implementation strategy and effective co-ordination with the IDBI Federal team that Posterscope India managed to delivered a successful campaign within the stipulated timelines. Timely scheduling and appropriate choice of media was extremely essential for the campaign to break the clutter amidst heavy financial services advertising that took charge in the last quarter of the financial year. The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points –media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.
The result culminated into a massive execution, entailing 350+media units with 200+ unique artwork adaptations, multi location printing, with all media locally evaluated and approved. All this was done across all markets in record time!
Additionally, an intelligently-planned cinema screen advertising campaign was executed across multiplexes and single screen movie theatres in key markets across India to ensure that the brand’s message was well communicated and consumed by movie goers during the prime movie releases of the season.
Commenting on the campaign, Mr.Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal Insurance said, “In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple, yet an interesting way. Posterscope helped us reach out to mass India with our product proposition in a timely and a cost- efficient manner. Their choice of locations and media touchpoints has ensured that the communication stands out in the clutter of financial services advertising.”
Expressing the interest, Mr, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India stated that, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and Ambient offerings. We are confident that we can add strategic value in making the IDBI brand a household name across the country."
Overall, the campaign has been extremely visible and has helped the brand achieve its communication objective, seamlessly.