The clutter on traditional media platforms is making marketers explore the more unconventional options offered by out-of-home media. Reliance General Insurance Co. Ltd (RGIL) has launched an innovative “ambient media” campaign, hoping to catch consumer fancy. Here’s a look at the campaign launched in Mumbai last week.
Brand: Reliance General Insurance (RGI)
Campaign: Protecting What You Value
Agencies: Conceived by Rediffusion DY&R, implemented by Bates David Enterprise
The four-point reach
Chained message: Motorbikes and cars, anchored by many chains and locks and sporting placards saying, “Instead, call us”, were installed in parking lots. The idea: to suggest a solution to owners just when they are worrying about the safety of their vehicles.
Screen scan: To remind consumers of the need to insure the valuables they are buying, giant transparent frames were put up at leading automobile, consumer electronic goods and jewellery showrooms bearing the legend “Protecting what you value”.
The idea was that having people look at the high-end goods through this frame would ensure brand connect at the time of purchase.
Close connect: The chained bike (top) and the man in armour carry the message “or call us”
Overarching connect: Traffic overbridges were painted with a message, “We can protect everything that passes through here”, to drive home the point that RGI insures all kinds of vehicles—from bicycles to cars, and from three-wheelers to trucks.
Armoured ambush: To promote RGI’s health insurance products, people wearing armour roamed crowded areas, with the message “or call us” displayed on their backs. The point of the message: To protect yourself from health hazards such as pollution and infection or accidents, go in for insurance, not armour.
“This campaign serves many purposes. One, it catches consumer attention because of its uniqueness. Two, it not only establishes our brand but also makes consumers aware about the services we offer,” says K. A. Somasekharan, chief executive officer, RGIL.
RGI is not alone in exploring alternative media for advertising. Its rivals are also looking at differentiating themselves through innovative campaigns.
Says Kartik Jain, head, marketing, ICICI Lombard General Insurance: “Our current campaign harps on the comprehensive coverage in health insurance that we offer. The next step is educating consumers and creating awareness, which is exactly what RGI is doing.”