Cannes Lions

#DarkTravelTale

OGILVYONE WORLDWIDE, Mumbai / RELIANCE GENERAL INSURANCE COMPANY / 2016

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

We engaged people in co-creating the world’s first Twitter-curated graphic novel – #DarkTravelTale. People who were reluctant to look at the dangers of travelling without insurance, were more than willing to imagine what all could go wrong with a lone girl travelling in a foreign land. But what they envisioned was a manifestation of the fear that was bottled up in their mind all along.

Many a traveller had their 'aha' moment. They finally acknowledged the risks of not opting for travel insurance. That too, without anybody having to tell them about it!

Execution

What could go wrong with a lone girl travelling in a foreign land? We gave people the starting point of the story. From then on it was all left up to their imagination. They could take the story wherever they wished to next, with just a tweet. They could begin their storytelling at any point of the tale. Everybody tried to outdo each other, taking the story in multiple interesting directions. Some even tried to put a paranormal twist to things!

We pored through all the tweets and curated the most thrilling tale. An artist converted each tweet into a frame of the graphic novel to form #DarkTravelTale.

Featured contributors were given a copy of #DarkTravelTale. A digital version was also shared on social media.

Outcome

Visits to the Reliance General Insurance website shot up by 189% (year-on-year)

Sales of Reliance Travel Insurance grew by 20% (year-on-year)

Campaign reach was 795,179 with 23,177,642 impressions

Similar Campaigns

6 items

2 Cannes Lions Awards
FACE/OFF

GREYNJ UNITED, Bangkok

FACE/OFF

2019, KASIKORN BANK

(opens in a new tab)