MUMBAI: HDFC ERGO General Insurance, India's 4th largest private sector general insurance company, recently executed an innovative multiplex campaign which was a mix of online & on-ground activation at PVR Cinemas. The campaign was focused on HDFC ERGO’s Motor Insurance policy which can be bought or renewed through the company’s mobile website anytime, anywhere.
This unique activation was executed during the opening weekend of Amir Khan starer blockbuster – Dhoom 3 screening at PVR Cinemas. The concept saw a person from the audience surprisingly walking into the big screen and coming back to his seat enjoying the movie with other audience.
Storyboard:
On the onset of the ad, a host on big screen reads out a car number to find out the owner, and invite him on-screen to discuss something important. One of the guy in the audience identifies the said car number as his car and he walks towards the big screen. Suddenly audience sees him on the big screen with the host. He is than reminded about his motor insurance policy which will lapse in a matter of hours and how he instantly renewed it with the help of HDFC ERGO’s mobile website.
HDFC ERGO managed to perfectly synchronize the entire activation with the live crowd present at the cinema hall, capturing all natural audience reactions which holds the thrill.
The campaign immediately caught the audience attention while simultaneously delivering its core message of renewing motor insurance policy instantly on HDFC ERGO mobile website. The campaign, once uploaded, immediately went viral and managed to garner an incredible 7.14 Lacs hits in 7 days on youtube.
Bindi Thakkar, Vice President, Marketing & Corporate Communication says, “The campaign was innovatively conceived to connect with the customer and create buzz with curiosity. This is one of our first viral campaigns to receive such overwhelming response on our YouTube channel within few hours of its upload. We are confident that the campaign would be a great success across geographies thus creating better brand awareness."
