The Objective

The average consumer is not aware of all the features of specific financial products. ICICI Prudential was looking for newer means of driving home the benefits of their life insurance products. The task was to simplify the policy LifeTime Pension II for the average consumer. They wanted us to devise communication to highlight the features and benefits of the product in an engaging format.

The Solution

The focus was on reaching an audience that was interested in financial products in a serious environment when they would be receptive to such communication. Therefore, www.moneycontrol.com was identified as the vehicle due to its content and loyal audience. The one-month campaign had a fixed spot on the homepage and an impressions buy across key sections of the site. The communication leads to product related information. The campaign was also on www.contests2win.com.

The Route

We devised the route of an interactive brand game for the users of www.moneycontrol.com. This unique approach enables consumers to understand the product and also captures opt-in leads. C2W designed this contest in its patented Double I format that introduced the consumer to the product Life Time Pension II. The consumer then played a game built around the brand attributes that simplified the core proposition. The objective of the game was for the user to collect and invest as much money as they can. The top left corner of the screen displayed the counter of Tax Savings and Total Investment.

The Results

There were 21,655 entries to the game and 1000 opt-in leads that wanted investment advice from ICICI Prudential.