FGIW creates Guinness World Record

Future Generali India, the insurance joint venture between India's Future Group and Generali of Italy, has set a new Guinness World Record with its initiative - Future Generali Insurance Week (FGIW). FGIW was observed between January 29 - February 6 that was conducted across 103 Future Group retail outlets across the country and over 190 Future Generali branches.

FGIW marked its successful culmination by gaining entry to the Guinness Book of World Records for the longest balloon chain in the world.

This 20 km. long chain formed by balloons signed by people, who committed to getting adequately insured and thereby ensuring the security of their loved ones, through the FGIW.

Balloons collected till the end of the FGIW campaign were filled to form the longest balloon chain in the world, earning Future Generali and Big Bazaar, a place in the book of world records.

“The fact that we rank a lowly 12th In Asia is alarming, considering that we are amongst the fastest growing economies. With such a sad state of affairs, the so called young India we celebrate and talk about will probably be a middle aged/old India just 15 to 20 years down the line, with little or no Insurance,” said a company spokesperson.

All through the Future Generali Insurance Week (FGIW), customers and prospects at 103 Big Bazaar outlets & over 190 Future Generali branch offices across the country were engaged to sign a white balloon as a symbol of their pledging to ensure the protection of their loved ones with adequate Insurance.

By the end of the week, Future Generali has received over ten lakh signed balloons, displaying a tremendous response from people across age groups.

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'Insurance Week Mein Sign Karo, Mukti Paao!'

The campaign, launched with the tagline 'Insurance Week Mein Sign Karo, Mukti Paao!', asked consumers to sign the white balloon, signifying 'mukti' or peace of mind.

Future Generali, the insurance joint venture between the Future Group of India and the Generali Group of Italy, launched a unique promotional initiative - Sign Karo Mukti Paao - aimed at attracting new customers.  The insight behind the campaign was the low penetration of insurance in India. As per the data provided by Future Generali, insurance penetration in the country is only 4.6 per cent in life insurance and 0.61 per cent in non-life insurance.

With this insight, the company rolled a television-led campaign to break the procrastination barrier in insurance planning. The insight behind the whole initiative was to talk to the 'Karta' (doer) of the family about the importance of insuring himself.

The TVCs, conceptualised by Ogilvy India, feature a 'Karta' (Mr Shrivastava), who has not done his duty of taking an insurance and is not at peace even after he dies. "We wanted to do it in a way that delivers the message without losing the edge, but in a manner light-hearted enough for the consumers to accept it," says Abraham Alapatt, head, brand and corporate communications, Future Generali India Insurance.

To associate an action with the message, the company launched an on-ground activity called the Insurance Week (during January 29-February 6) to ensure accessibility to end consumers. For this initiative, the company tied up with Future Group's large format retail store, Big Bazaar, in order to standardise delivery and maximise reach. The on-ground activation was managed by Grey's activation arm, G2rams.

Future Generali India Insurance has spent about Rs 8 crore on ATL (above-the-line) promotion and Rs 1 crore on BTL (below-the-line) activities.

"Being the 19th player in a 24-player market, you clearly have to grapple with the issue of market share in a small segment in terms of penetration of the category. So, I think the battle is for the market to expand, which will make it easier for the new players to break ground. The existing customer will not necessarily go to the new players and buy new policies. So, if we have to acquire new customers, we have to create new customers," says Alapatt.

The campaign, which was launched with the tagline 'Insurance Week Mein Sign Karo, Mukti Paao!', asked consumers to sign the white balloon - signifying 'mukti' or peace of mind - and take a pledge to re-evaluate their insurance covers.

The company reached out to more than 100 Big Bazaar outlets in about 57 cities and collected more than 10 lakh signatures on balloons and pledge cards.

It plans to celebrate this period every year as the Insurance Week. "As it is, this period sees a surge in insurance. So, instead of reinventing the wheel, we want to go at a time when they are looking for it," adds Alapatt.

The January-March quarter is a very lucrative period for insurance providers, which is evident from the spends during this time. In the last quarter of the financial year, most insurance companies spend 40-70 per cent of their total ad budgets.

Courtesy-afaqs.com

http://www.afaqs.com/news/story.html?sid=29633_Future+Generali:+Offering+peace

Ogilvy Mumbai Launches a Campaign for ‘Future Generali Insurance Week’

Future Generali Insurance Week

Ogilvy Mumbai creates a new campaign for Future Generali. Through this initiative, Future Generali has taken a higher stance of propagating the message of ‘need for insurance’ or ‘Insurance is a must’ to secure one’s family.

The campaign includes a series of 3 TVC’s supported by Radio, Out of Home (OOH) and a comprehensive On-ground activation program to be held across Big Bazaar outlets.

The brief was quite simple: To come up with a clutter breaking concept that will cut through this over-communicated, cluttered category particularly during the peak investment period of January to February. The intent was clearly to create a concept that is just not clutter breaking but also has a strong positive message that is communicated very simply.

Abraham Alapatt, Head – Brand & Communications – Future Generali India Life Insurance Co Ltd: “We at Future Generali Life, wanted to do something dramatic and strong to break down the barriers of apathy and procrastination that affect all of us when it comes to Insurance Planning. Insurance Week is Future Generali’s way of creating a unique annual occasion to remind millions of Indians – in a hard hitting, un-ignorable way, of the need to re-evaluate their insurance needs, and highlight to them the various simple ways they can buy insurance.

The campaign’s creative thought is rooted in an Indian insight: the “Karta” philosophy – that the family bread-winner needs to ensure the financial security of his family during and after his life, to ensure his peace of mind. The light hearted handling of this hard hitting message in the ads, makes this bitter pill easier to swallow. The simple act of signing a white balloon at a Big Bazaar to signify ‘Mukti’ – is a powerful metaphor for life, and the promise of financial security for our families.”

Sumanto Chattopadhyay, Executive Creative Director, South Asia: “In our culture, we blinker ourselves to the inevitability of death. We simply do not prepare for it. When the provider of the family passes on, those left behind suffer. Not just emotionally, but financially. An insurance policy serves to reduce the sudden financial loss caused by death which only adds an additional burden on the grieving. Sometimes, by creating a timebound period in which one is urged to act, we find that people overcome their avoidance behaviour and respond. Hence, Future Generali, is taking the lead in the insurance industry and introducing ‘Insurance Week’.

The ad campaign features a regretful spirit who wishes he had provided for his loved ones before passing on. This spirit cannot truly be laid to rest, as he sees the suffering he has left behind. Our hope is that by depicting a possible scenario in the future, with an immediate solution to avoid it, we will urge and encourage them to take an insurance policy against it.

“ Sukesh Kumar Nayak, Senior Creative Director: “Insurance ensures peace of mind not only in this life but in the afterlife too. This hard hitting message is delivered in a light hearted manner by a regrettable ghost to build the Insurance Week property.”

Heeral Akhaury, Senior Creative Director: “To create the Insurance Week property we used a creative rendition of the phrase ‘let your soul rest in peace’ and who else but a ghost urging you to do so.”

Ajay Mehta, Client Services Director: “The attempt is to create a movement through Insurance week and make one realize the importance of having an Insurance policy. So go ahead – “Sign Karo, Mukti Pao.” .