Targeting cities in India with a high AQI, the campaign is reaching over 1.9 million users
mCanvas, the experiential storytelling ad platform for small screens, and Logicserve Digital, co-created a highly interactive mobile-led ad campaign for Bajaj Allianz General Insurance. The ad campaign is using real-time weather API and augmented reality, informing users of the Air Quality Index in the their vicinity. Targeting cities with high air pollution, the creative dynamically displays that respective city’s name and AQI reading.
Bajaj Allianz’s mission was to promote their health insurance policy, by tying in the ongoing weather peril in India. The brand wanted to establish an association between the pollution, its health effects, and the need for Bajaj Allianz’s insurance cover.
Based on the brief and concept shared by Bajaj Allianz, Logicserve Digital in collaboration with mCanvas, worked on a creative wherein they prompted users if they knew how polluted the air in their city is. On clicking the ‘Find Out’ button, the creative switches on the phone’s camera and through augmented reality, users can experience the dismal air quality in their surroundings. Simultaneously, the creative displays the users’ city’s AQI using real-time weather API to highlight the current, poor air quality. The screen then transitions to information on how pollution affects health, and prompts users to swipe up on their screen for a solution. The closing screen introduces the Bajaj Allianz General Insurance cover as a dire requirement to combat the health effects of pollution, along with a ‘Buy Now’ CTA, which directs users to the landing page for more information.
Reaching over 1.9 million users, the campaign is witnessing an impressive 1.5% click-through rate, which is over 7 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds, on average, engaging with the creative.
Chandramohan Mehra, CMO, Bajaj Allianz General Insurance said “The air quality issue made us think that how important it is to advocate the importance of health insurance to the audience who were facing this problem. We wanted to do this in a novel and timely manner. This technology driven ad campaign did in fact, drive home the objectives we had in mind, while keeping the users informed about the air quality around them via an interactive ad format.”
Prasad Shejale, Founder & CEO, Logicserve Digital said, “We always believe in collaborations. It has the power to understand varied perspectives and bring out the best results creating a win-win situation for partners, clients as well as consumers. We were happy to partner with mCanvas to curate this interesting campaign for Bajaj Allianz General Insurance which was very apt for the current times when pollution has become a major concern. This interactive and informative ad campaign was strategically designed to allow users to check the air quality in real-time, learn about the hazardous effects of pollution and chose a health cover basis their needs.”
Vishal Rupani, Co-founder & CEO, mCanvas concluded, “The current weather situation is alarming, and it was incumbent for us to raise awareness among users about the effects of pollution. With Bajaj Allianz’s mobile-led campaign, we used real-time weather API and augmented reality, to efficaciously deliver a meaningful ad.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like The Times of India, The Indian Express, Economic Times, Zee News, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com
Bajaj Allianz General Insurance Co. Ltd. is one of the leading private sector insurance companies in India and is a customer focused market leader. Driven by a customer-centric vision, the brand strives to understand the insurance needs of the consumers and translates it into affordable products that deliver value for money. Bajaj Allianz offers technical excellence in all areas of General and Health Insurance, as well as Risk Management, with Cyber Insurance as the most-recent innovation, which has won several accolades over the years.
Logicserve Digital is a new-age digital marketing company that offers the most comprehensive suite of digital marketing services. Our decade plus domain experience has enabled us to help our clients bring efficiency in their Digital marketing endeavours. Our award-winning team proactively enables your brand to surpass its goals around brand equity, customer-centricity and topline revenue. We also work along with our clients as ‘Digital Consultants’ to identify gaps, strategise & implement the right-fit technology stack for the organisation just in time for maximum results.