BBDO INDIA, Gurgaon / AVIVA / 2011
The creative strategy - Use the child's voice to convince the parent.The idea - The parents get a call from their child....in the future!A compelling new way to use the audio medium. A simple call from the future - a child calling her parents on her graduation day, thanking them for planning her education so well. Just that the child is actually still a toddler!We turned the telephone into a time machine!
To make the calls personalised, we started this with a painting competition in preschools where we asked kids to draw what they want to become in life. We then used these paintings to call up their parents with their kid's name and chosen profession. The calls were made live from a call center.The parents could opt for a call-back from an Aviva advisor at the end of the call.
Over 3000 calls have been made till now, which have generated 1800 call-back requests and led to a 20% conversion rate. At a cost of under USD 2 per personalised call, the return on investment is significant.
The activity will continue for some time, and we hope to reach a database of about 30,000 young parents in the next 6 months.