2016 Winners & Shortlists

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.