25th Oct. ‘09Debashis calls Siddharth to his roomand says, “Aegon Religare is puttingin a lot (efforts & investment) intom...
Between 25th Oct. ’09 and 1st November ‘09, Siddharth & his colleague,Punit do the following:• Check Aegon Religare’s camp...
Morning, 2nd November ’09, the team at Carat Fresh Integrated meet to:              • Share observations on brands in the ...
Two hours later, the team:• Identifies 2 critical issues facing the brand• Comes up with tentative solutions for both the ...
Morning, 4th November’09, Brijesh Parekh, a memberof the Carat Fresh Integratedteam, discovers an AegonReligare ad on the ...
A closer look at the ad:
A closer look at the copy in the ad:                                                                     Inference:       ...
A look at the brands in the Life Insurance category in India:      No.     Companies                                      ...
Observations based on the list:       Many of the brands are a result of some or the other joint venture between an Indian...
A look at the brands in the Life Insurance category in India:      No.     Companies                                      ...
In case of       The Indian brand Religare is relatively new in the public domain in the country. As a       consequence, ...
To turn the tide in its favor in a highly contested Life Insurance category, Aegon Religare launched the                fo...
Each of these campaigns is unique and clutter-breaking.However, we’ve observed the following:                  Memorable C...
Observations & inferences given on the earlier slide give us the second critical issue facing the brand AegonReligare:    ...
In essence:                                                                        Trust as aEasy Sound    Easy Pronunciat...
How does sound become easy?      By making words poetic          By making words rhyme      By turning words into slogans ...
VIP “Kal bhi aaj bhi, aaj bhi kal bhi”                        “Videocon Washing Machine”                                  ...
Carat Fresh Integrated’s Recommendation:    A slogan-driven campaign to    make the brand name Aegon    Religare memorable
The campaign…
Helpin’ U Prepare             Aegon Religare!And, if needed, similar slogans in Hindi and other languages as well
Why ‘PREPARE’?     Coz, Insurance      is all about                       Preparing for                       Preparing fo...
Helpin’ U PrepareAegon Religare!         Ideally, such a campaign should receive both -         ATL & BTL support.        ...
Helpin’ U PrepareAegon Religare!                        Activation Idea                    Slogan   + Star Child Plan
Helpin’ U PrepareAegon Religare!                     Activation Objectives                 Improving            Generating...
Helpin’ U PrepareAegon Religare!                               Activation Idea – An Overview   Discovering talent at an ea...
Helpin’ U PrepareAegon Religare!       Where will EUREKA                                     Schools       TEST be held?  ...
Helpin’ U PrepareAegon Religare!       How will EUREKA             Leaflets       TEST be promoted?                       ...
Helpin’ U PrepareAegon Religare!                                             End Benefits   Genuine and unique engagement ...
THIS IS IT.Helpin’ U Prepare Aegon Religare!
Aegon religare brand activation 9th nov '09
Aegon religare brand activation 9th nov '09
Aegon religare brand activation 9th nov '09
Aegon religare brand activation 9th nov '09
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Aegon religare brand activation 9th nov '09

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The presentation was prepared way back in Nov 2009. Some of the elements are still relevant.

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Aegon religare brand activation 9th nov '09

  1. 1. 25th Oct. ‘09Debashis calls Siddharth to his roomand says, “Aegon Religare is puttingin a lot (efforts & investment) intomarketing. Think of something wecan do for them. We can go andpresent.”
  2. 2. Between 25th Oct. ’09 and 1st November ‘09, Siddharth & his colleague,Punit do the following:• Check Aegon Religare’s campaigns• Talk to the people around: 1. About their brand preferences when it comes to Life Insurance 2. Check awareness and recall levels of i. Aegon Religare, the brand, & ii. Campaigns of Aegon Religare• Check campaigns of other brands battling in the spaceof Life Insurance
  3. 3. Morning, 2nd November ’09, the team at Carat Fresh Integrated meet to: • Share observations on brands in the Life Insurance space • Share perceptions and observations on Aegon Religare and its campaigns • Identify critical issues/problems facing the brand • Think of engagement ideas to market Aegon ReligareThe team is asked not to make any distinctions between ATL or BTL, etc or restrict thoughts to just brand activation/promotion activities
  4. 4. Two hours later, the team:• Identifies 2 critical issues facing the brand• Comes up with tentative solutions for both the issues• Decides to meet again first thing in the morning onWednesday, 4th Nov ‘09
  5. 5. Morning, 4th November’09, Brijesh Parekh, a memberof the Carat Fresh Integratedteam, discovers an AegonReligare ad on the front pageof The Times of India:
  6. 6. A closer look at the ad:
  7. 7. A closer look at the copy in the ad: Inference: It seems that Aegon Religare is trying to bring forth the heritage of the brand (which is extremely critical because of the nature of Life Insurance category) and win people’s trust doing the same. This issue - Unawareness of the Heritage of Aegon Religare (and the possible resultant lack of belief in the brand) – also happens to be one of the two critical issues identified by the Carat Fresh Integrated team
  8. 8. A look at the brands in the Life Insurance category in India: No. Companies No. Companies 1 Bajaj Allianz Life Insurance Company Limited 12 Reliance Life Insurance Company Limited. 2 Birla Sun Life Insurance Co. Ltd 13 Aviva Life Insurance Co. India Pvt. Ltd. 3 HDFC Standard Life Insurance Co. Ltd 14 Sahara India Life Insurance Co, Ltd. 4 ICICI Prudential Life Insurance Co. Ltd. 15 Shriram Life Insurance Co, Ltd. 5 ING Vysya Life Insurance Company Ltd. 16 Bharti AXA Life Insurance Company Ltd. 6 Life Insurance Corporation of India 17 Future Generali Life Insurance Company Ltd. 7 Max New York Life Insurance Co. Ltd 18 IDBI Fortis Life Insurance Company Ltd. 8 Met Life India Insurance Company Ltd 19 Canara HSBC Oriental Bank of Commerce Life Insurance Co. Ltd 9 Kotak Mahindra Old Mutual Life Insurance Limited 20 AEGON Religare Life Insurance Company Limited. 10 SBI Life Insurance Co. Ltd 21 DLF Pramerica Life Insurance Co. Ltd. 11 Tata AIG Life Insurance Company Limited 22 Star Union Dai-ichi Life Insurance Comp. Ltd.Note: The list is in no particular order and does not represent in anyway the standing of the brands in the market
  9. 9. Observations based on the list: Many of the brands are a result of some or the other joint venture between an Indian company and an international company. Majority of the brands have Indian names which already had a significant presence and were very well known in the public domain. People already would have had interaction with such brands earlier. In a way, the trust was already established. The next slide shows such brands highlighted in ‘red’ + bold.
  10. 10. A look at the brands in the Life Insurance category in India: No. Companies No. Companies 1 Bajaj Allianz Life Insurance Company Limited 12 Reliance Life Insurance Company Limited. 2 Birla Sun Life Insurance Co. Ltd 13 Aviva Life Insurance Co. India Pvt. Ltd. 3 HDFC Standard Life Insurance Co. Ltd 14 Sahara India Life Insurance Co, Ltd. 4 ICICI Prudential Life Insurance Co. Ltd. 15 Shriram Life Insurance Co, Ltd. 5 ING Vysya Life Insurance Company Ltd. 16 Bharti AXA Life Insurance Company Ltd. 6 Life Insurance Corporation of India 17 Future Generali Life Insurance Company Ltd. 7 Max New York Life Insurance Co. Ltd 18 IDBI Fortis Life Insurance Company Ltd. 8 Met Life India Insurance Company Ltd 19 Canara HSBC Oriental Bank of Commerce Life Insurance Co. Ltd 9 Kotak Mahindra Old Mutual Life Insurance Limited 20 AEGON Religare Life Insurance Company Limited. 10 SBI Life Insurance Co. Ltd 21 DLF Pramerica Life Insurance Co. Ltd. 11 Tata AIG Life Insurance Company Limited 22 Star Union Dai-ichi Life Insurance Comp. Ltd.Note: The list is in no particular order and does not represent in anyway the standing of the brands in the market
  11. 11. In case of The Indian brand Religare is relatively new in the public domain in the country. As a consequence, the awareness of the brand and knowledge about the brand is limited. As such, unlike in the case of many other brands, the Indian name Religare in the brand Aegon Religare results in limited benefits. Add to the above factor, before the launch of Aegon Religare very few people would’ve known about Aegon and its heritage. Besides, Aegon Religare is also one of the late entrants in the Life Insurance category in India. It is indeed imperative for Aegon Religare to make people aware of its heritage and win their trust.
  12. 12. To turn the tide in its favor in a highly contested Life Insurance category, Aegon Religare launched the following campaigns:
  13. 13. Each of these campaigns is unique and clutter-breaking.However, we’ve observed the following: Memorable Campaigns but weak associations of the campaigns with the brand While prospects distinctly recall the K.I.L.B. and Star Child campaigns, they find it difficult to recall that the campaigns were done by the brand Aegon Religare Brand Name doesn’t facilitate instant memory Prospects find it difficult to remember the entire name Aegon Religare Brand Name difficult to pronounce # 1 Prospects who don’t remember (and even many of those who remember) find it difficult to pronounce the brand name correctly Brand Name difficult to pronounce # 2 Even when aided (by making them hear the correct pronunication), prospects find it difficult to pronounce the name correctly with immediate effect
  14. 14. Observations & inferences given on the earlier slide give us the second critical issue facing the brand AegonReligare: ‘Memorability’ of the brand name Aegon Religare is low Unlike other brand names in the category, the names Aegon and Religare are new in the public domain Along with the newness, it is the sound of the brand name that isn’t conducive to instant pronunciation, and therefore inhibits memory. This, in turn, inhibits conversion of newness into familiarity and trust (which gets built because of familiarity).
  15. 15. In essence: Trust as aEasy Sound Easy Pronunciation Easy Memory Recall Familiarity result of familiartiy
  16. 16. How does sound become easy? By making words poetic By making words rhyme By turning words into slogans Often by making words rhyme By adding music to words (in other words, jingles) By adding a rhythm
  17. 17. VIP “Kal bhi aaj bhi, aaj bhi kal bhi” “Videocon Washing Machine” “Gold Spot, The Zing Thing” “Lime n’ Lemoni Limca!”Some sound successes: Cadbury’s Dairy Milk “Kuch khaas hai zindagi mein” “Naye Bharat ki nayi raftaar, Hamara Bajaj” Idea Cellular “Walk when you talk” HDFC Standard Life “Sar utha ke jiyo” Max New York Life “Karo zyaada ka iraada“ Pepsi “Yeh hai youngistan meri jaan” Tata Sky “Isko laga daala toh life jingalala” “Congress ka haath, aam aadmi ke saath”
  18. 18. Carat Fresh Integrated’s Recommendation: A slogan-driven campaign to make the brand name Aegon Religare memorable
  19. 19. The campaign…
  20. 20. Helpin’ U Prepare Aegon Religare!And, if needed, similar slogans in Hindi and other languages as well
  21. 21. Why ‘PREPARE’? Coz, Insurance is all about Preparing for Preparing for preparation security of the future your family members Preparing for Preparing for child’s future retirement
  22. 22. Helpin’ U PrepareAegon Religare! Ideally, such a campaign should receive both - ATL & BTL support. Since we aren’t looking into ATL duties at the moment, we suggest an activation campaign for the same.
  23. 23. Helpin’ U PrepareAegon Religare! Activation Idea Slogan + Star Child Plan
  24. 24. Helpin’ U PrepareAegon Religare! Activation Objectives Improving Generating ‘Memorability’ of + leads for Star the brand name Child Plan
  25. 25. Helpin’ U PrepareAegon Religare! Activation Idea – An Overview Discovering talent at an early age is critical Aegon Religare will hold and administer a psychology test to little children which will help them discover their inclinations Since this psychology test will enable discovery of hidden talents/inclinations, it will be titled the EUREKA TEST Once the test is administered the child’s parents will receive a detailed report on the child’s inclinations Along with the report, parents will also receive AEGON RELIGARE STAR CHILD PLAN information kit The information kit will explain how the child’s talents can be developed and how the parents’ dreams for their child can be achieved through AEGON RELIGARE STAR CHILD PLAN If needed, parents can contact Aegon Religare to assist them in finding the right institutes for developing their child’s talents
  26. 26. Helpin’ U PrepareAegon Religare! Where will EUREKA Schools TEST be held? Tuition Touch Residential classes societies Points Clubs
  27. 27. Helpin’ U PrepareAegon Religare! How will EUREKA Leaflets TEST be promoted? Radio Media Banners PR
  28. 28. Helpin’ U PrepareAegon Religare! End Benefits Genuine and unique engagement platform for the brand. First of its kind in the industry. A chance to convert EUREKA TEST into an annual property and thereby, generate fresh leads year-after- year. Direct contact with the prospects. The brand gets to own an important word ‘PREPARE’ given the context of Life Insurance, and opens up opportunities to leverage the word in future. In consonance with and leveraging the ATL campaign Last but not the least, the brand name will stay on the tongues and in the minds of parents as well as their children
  29. 29. THIS IS IT.Helpin’ U Prepare Aegon Religare!

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