Max New York Life igenius
Max New York Life launched the igenius programme – A collection of initiatives aimed at discovering a child’s
hidden talent and all-round potential early enough to maximize it. The programme not only facilitates monetary
backing but also partners in nurturing a child's abilities and securing their future.
The goal on digital:
• To create awareness about the launch of the igenius programme & get registrations
• To create an engagement platform where regular interaction with parents on wholesome development
of children – for long term brand affinity
We had to reach parents between the ages of 25-40 years.
3 pronged strategy:
1. High intensity online campaign burst to generate interest in the programme via registrations. The aim was to
reach
both parents as well as kids. For parents, based on the surfing habits of the TG, we reached them on major portals, financial sites, cyber cafes. The creative was contextually relevant to the site where the ad was
served i.e. finance
vs general portal. Kids were reached on gaming and media sites.
2. Engagement through social channels: This is a long-term initiative, where we have built the igenius community
across social channels
Igenius Facebook page – the official hub for discussions about parenting, talent development in kids, events
held
under the igenius programme.
Igenius blog – regular blog posts on various topics that are of interest to parents.
Igenius YouTube channel –
we shoot videos with views of both parents & experts in related fields e.g.
child psychologist, school principal,
nutrition experts – on various topics
Igenius Twitter – Tweeting interesting insights into parenting as well as live tweeting of igenius parent meets
3. Presence in contextually relevant parenting sites/ communities
We focused on sites that have built a community
base: long term tie-ups with Indiaparenting.com & NurseryAdmissions.com – both reaching parents – with co-
creation
of editorial content that focused on bringing out the best in your child
Online Campaign
• Generated over 50,000 registrations for the programme
Social Media
• Over 30,000 community members on Facebook – engaged parents with a high interaction rate & involvement
in blog posts, a loyal blog following & a growing base every month
• This is a first time effort by an Insurance company to build engagement with potential TG without hardsell
of core product – policies.
• Creation of a platform of engagement for parents for which there are few Indian online resources
• Original content generated through speaking to industry experts
Client
MNYL igenius
Technologies
Adobe Flash CS3
HTML/CSS
View Creatives
Yahoo Banners
Standard Banner
EDM
Parents Mailer
Kids Mailer
Social Media
Facebook
igenius blog
