HDFC Life, one of India’s leading private life insurers has been at the forefront when it comes to technology and tech-based innovations. HDFC Life is known for partnering with solution providers who enable the Company to offer a superior brand experience using innovative technology and creativity.
HDFC Life constantly endeavours to promote its life insurance products as a step towards offering financial security to customers, while highlighting some of the policy benefits. In line with its tech driven approach, the Company aimed to deliver an ‘out-of-the-box’ ad concept that would couple innovative technology and creativity seamlessly. mCanvas, the experiential storytelling ad platform for small screens, has created an interactive mobile-led ad campaign for HDFC Life. Using real-time face and speech recognition technology, the rich-media ad is engaging users and enhancing the overall brand experience.
This mobile-led ad, created by mCanvas first encourages users to make the move towards securing the future of their family, with an ‘I’m ready’ button.
On tapping the button, the phone’s camera is activated and users are prompted to point the camera at a loved one. Using face recognition technology, the ad then captures an image of that person. Thereafter, users are encouraged to tap on the microphone button on the screen and say ‘Secure our future’.
On reaching the closing screen the user can view, ‘Showcase your love by sharing on WhatsApp’. This CTA enables users to share a link of the microsite that contains the image of the loved one, along with the messaging. Another CTA ‘Buy Today’, directs users to the website for more information on the insurance policies.
Reaching over 2.6 million users, the campaign is witnessing an impressive 1.2% click-through rate, which is over 6 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds, on average, engaging with the creative.
Vishal Subharwal, Executive Vice President – Ecommerce & Digital Marketing, HDFC Life said, “To truly capture the user’s attention and create top of the funnel brand awareness, it was crucial for us to engage our audience with an ad concept that encourages them to participate with our brand and its message, in a meaningful way. We are glad that the mobile-led ad campaign delivered on our objectives.”
“It’s evident that voice is going to be the next big thing in the mobile ad space, and there’s no better time than now to perfect its use in interactive ads. When HDFC Life presented us with the challenge to think of a unique concept, we knew it was the opportune moment to integrate advanced innovations in the ad,” says Vishal Rupani, Co-founder and CEO, mCanvas.
HDFC Life Insurance Company Limited (formerly HDFC Standard Life Insurance Company Limited) ('HDFC Life' / ‘Company’) is a joint venture between HDFC Ltd., India’s leading housing finance institution and Standard Life Aberdeen, a global investment company.
Established in 2000, HDFC Life is a leading long-term life insurance solutions provider in India, offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment, Annuity and Health. As on December 31, 2019, the Company had 42 individual and 11 group products in its portfolio, along with 8 optional rider benefits, catering to a diverse range of customer needs.
HDFC Life continues to benefit from its increased presence across the country having a wide reach with 421 branches and additional distribution touch-points through several new tie-ups and partnerships. The count of our partnerships is in excess of 270, comprising traditional partners such as NBFCs, MFIs and SFBs, and includes more than 40 new-ecosystem partners. The Company has a strong base of financial consultants.
For more information, please visit our website, www.hdfclife.com. You may also connect with us on Facebook, Twitter, YouTube and LinkedIn.
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 into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com