Brand | ORIENT INSURANCE PJSC |
Product/Service | HEALTH INSURANCE |
Entrant | GMASCO Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Media in a Direct Marketing Campaign |
Entrant Company
|
GMASCO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
GMASCO Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Orient Insurance Company, part of the Al-Futtaim Group, enjoys a strong financial base but due to its consistent ‘tactical offers’ approach, lacked customer loyalty owing to an emotional disconnect with the average expatriate customer.
The time was ripe to initiate a ‘one-on-one’ conversation with its existing base of customers and consolidate their support, while attracting potential customers, through a special initiative: supporting breast cancer awareness through Orient’s special Breast Cancer insurance package.
We kick-started the conversation on a simple tool available to us - targeting our database of existing customers online with interactive email shots that focused on the ‘need for a breast cancer check-up’ on Mother’s Day itself.
The other challenge? Given a tight budget, we virtually executed an ‘interactive email idea’ at a Zero cost budget.
Creative Execution
The strategy was simple: Impact versus opportunity.
We sent email shots across to our existing base of customers on Mother’s Day – 21st March, 2015, since the relevance of the execution demanded it to be so.
It just made sense to target this one day to create a ripple effect of positivity for the brand - which it achieved post the Mother’s Day for Breast Cancer, in terms of its emotional relevance.
Results
On Mother’s Day, out of 110 emails sent:
a total of 50 enquiries was obtained (within 8 hours)
with 20 conversions over the phone (within 6 hours)
The ‘hidden truth’ uncovered an awareness among Brand Orient’s target audience and also helped opened up a channel for a new kind of emotional dialogue between the brand and the customer. A mother of an idea that didn’t have to cost the earth.
Credits
Cherry Koshy |
GMASCO |
Associate Creative Director |
Shaun-Dean Thomas |
GMASCO |
Creative Director |
Jordan Serrao |
GMASCO |
Art Director |
Sebastian Palanca |
GMASCO |
Account Manager |
Sydney Lobo |
GMASCO |
Digital Art Director |
Dennis Villafuerte |
GMASCO |
Designer |
Deepak Krishnan |
GMASCO |
Digital Designer |
Anand Vijay |
GMASCO |
Digital Designer |
Xavier Arputhiraj |
Orient Insurance PJSC |
Executive Vice President - Life/Medical |