Social Media Case Study : HDFC ERGO Blockbuster

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HDFC ERGO General Insurance Company, the 4th largest private sector general insurance company in India, recently executed an innovative campaign which was a mix of an online and on-ground activation at the multiplex. The campaign was focused towards HDFC ERGO's Motor Insurance policy which can be bought or renewed through the company’s mobile website .

Published in: Economy & Finance, Business
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Social Media Case Study : HDFC ERGO Blockbuster

  1. 1. HDFC ERGO: Blockbuster Campaign Case Study
  2. 2. The Brand and the Mandate
  3. 3. About the brand HDFC ERGO is the 4th largest private sector General Insurance company in India. It has been expanding its presence across the country and is today present across 87 cities with 104 branches with an employee base of more than 1700 plus professionals. HDFC ERGO offers complete range of general insurance products ranging from Motor, Health, Travel, Home and Personal Accident in the retail space. HDFC ERGO focuses on providing the “Right Insurance Solutions” for all.
  4. 4. The Idea
  5. 5. Blockbuster Campaign • The objective of the campaign was to promote HDFC ERGO’s Motor Insurance as well as the mobile website channel, which is fast & convenient. The core message drawn is that Motor insurance can be renewed through mobile website anytime, anywhere! • To reach out to the right set of audience, HDFC ERGO used a two-layer approach by first reaching out to audience at a well-known theater during the screening of the movie Dhoom 3 and then targeting the captured video on YouTube snowballing it viral to further spread the word
  6. 6. Execution
  7. 7. The Scene A theater full of people were surprised to see a host on the screen calling out a vehicle number and asking whom it belonged to A guy from the audience identifies the said car number and walks towards the big screen. The audience then sees him on the big screen with the host The host reminds him of his motor insurance policy renewal and how he could easily renew it with the help of HDFC ERGO’s mobile website
  8. 8. The Result
  9. 9. Impact - Core message of renewing motor insurance instantly on the HDFC ERGO mobile website - Double impact of the campaign: on ground (in theatres) + viral online (Youtube) Achievements - The video was rolled out viral and received overwhelming response of 7.14 lakhs hits in just 7 days! - WOW factor left with the audience in the theatres
  10. 10. Thank You

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