Although growing healthily, the insurance industry has always had a negative aura surrounding the category. Our task was to launch PRUmy child, a health and education plan for children, and position it as a differentiated protection plan. This case tells how we transformed what seemed like an ordinary rider in an insurance policy, into being the focal point of our campaign; a unique selling proposition that was able to position our policy in a positive tone.
What was our strategic communications challenge?
The life insurance category is both a highly competitive and a cluttered category. Our task in this case was to launch PRUmychild, a health and education plan for children. Our challenge was to make it stand out in the sea of other such products. How do you find a unique angle and make it interesting and relevant?
What were our campaign objectives?
Our campaign objective was to generate awareness and interest and actual leads for agents to follow-up on.
What was our big idea?
Our policy starts even before life starts
How did we arrive at the big idea?
We knew from the beginning that if we launched this as a run-of-the-mill child plan establishing it would be an uphill task. We had to look closer at the product and find an angle that would make us unique. So it was through weeks of debates and a careful study of the intricacies of the product that we found our idea. PRUmychild had a rider that pulled it away from everyone else in the category.
It covered prenatal and neonatal health of the child. Coverage starts as soon as the child is conceived.
This angle was strong also because pregnancy is the time when parents are most concerned about the child’s health. It is a time of uncertainty and fear especially for first time parents.
How did we bring the idea to life?
When it came to execution we knew we had to tread carefully. Discussions around pregnancy and a child even before it is born are sensitive topics. So instead of playing up the fear and uncertainty, we chose to focus on the positive; being pregnant is a wonderful time for parents.
We chose to be part of National Geographic’s “In the Womb” story. Our media vehicles were carefully selected to target programs around parenting.
And a critical element of our campaign was the use of Sheila Majid as an ambassador for the brand. Her image of being a exemplary mother brought a great deal of credibility to our message.
How do you know it worked?
Awareness and interest generated
We measured the amount of searches for PRUmychild on Google and it reached a total of 23,030 unique clicks in just 3 months (Source: Mindshare data)
Leads generated
Our campaign started on April 1st 2010, but our leads achieved in the past 3 months have already surpassing leads generated over a year for campaigns of other policies (Source: Client internal data)
Sales generated
We compared our sales figure for PRUmychild from April till June 2010 against Prudential’s previous children policy for the same period, and we recorded a 20% increase! (Source: Client internal data)
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