Max Life Insurance
Brand communication: Research and
Analysis of Communication of Global
Life Insurance Brands
NIMITA DAFTARY
BATCH 2014-16
MARKETING
SIMSREE
Connect with Brand Philosophy
Brand Philosophy
To make a person financially secure in his journey of life through an Insurance
Policy based on values such as caring, credibility, collaborative and excellence
Alter Ego Campaign - Online Term Plan
The TVC is conceptualised around the idea of a customer and his own alter ego. The film opens with the male protagonist trying to buy life
insurance online. His alter ego appears and tries to dissuade him and presents various reasons like the protagonist being in good health, planning
for a holiday trip first, and other immediate priorities. However, instead of being influenced by the suggestions of alter ego, he goes ahead and
buys the ‘Max Life Insurance Online Term Plan’, emphasising on the point that it is important to secure the future of his family first.
Judgement: Yes it connects with the Brand Philosophy
Karo Jyada Ka Irada – Life Plans
When we launched ‘Karo Jyada Ka Irada’, was not seen as a return of investment proposition. Because it is a financial product, people see that
very literally. The representation is dreams and aspirations – you get into long term investments for fulfilling those dreams and aspirations.
Judgement: Yes it connects with the Brand Philosophy
Shiksha Plus II
Judgement: Yes it connects with the Brand Philosophy
‘Max Life Forever Young Pension Plan’ and ‘Max Life Guaranteed Life Time Income Plan’
The campaign crafted for Max Life Insurance Retirement Plans will help us to cut across generic communication in the category, highlighting the
need of spousal retirement planning along with maintaining carefree lifestyle post retirement
Judgement: Yes it connects with the Brand Philosophy
Connect with Brand Philosophy
'Aapke Sachche Adviser‘
The insurance advisers are shown as sincere, honest and dependable; but there is also an unsaid message here and that is -- agents or
advisers of other insurance companies may not be as honest and dependable and that they could be misleading prospective clients; this is
how Max has attempted to differentiate itself by showing that it is a company with integrity.
Outdoor & On
Ground Activation
Judgement: No it does not connect with the Brand Philosophy
‘Second Chance’
In India, insurance is majorly considered as an investment option. Not too many people see it as an essential part of financial planning. With
this campaign, we have tried to create awareness about the need for protecting one’s life through real life stories and encourage people to
consider protecting one’s life for the sake of not just themselves but more so for their families.
Judgement: No it does not connect with the Brand Philosophy
The Big Theme
Max Life Insurance, earlier called Max New York Life Insurance,
had launched a three ad campaign – 'Aapke Sachche Adviser'
Max has attempted to differentiate itself by
showing that it is a company with integrity
Proof of Success
Max Life's comprehensive rebranding in
initiative helped build customer confidence
and led to an all-time high brand
consideration score of 29% and
spontaneous awareness of 31%
Proof of Success
• Max Life Retirement PR campaign won ‘Excellence' award
at Sabre Asia
• Silver EFFIE Award in 2012, for the 'Aapke Sachche
Advisor' campaign. Organized by The Advertising Club
Bombay in India, the EFFIEs have become the gold standard
in measuring marketing and communication effectiveness in
India
• Max Life's comprehensive rebranding initiative helped build
customer confidence and led to an all-time high brand
consideration score of 29% and spontaneous awareness of
31% , for the 'Aapke Sachche Advisor' campaign
• Max Life Insurance has launched a digital campaign titled,
'Second Chance wins four CUPs at
Intercontinental Advertising CUP Awards
Competitor Positioning & Brand Essence
Explore and enhance the quality of life of people through financial security by providing products
and services of aspired attributes with competitive returns, and by rendering resources for
economic development
http://www.superbrandsindia.com/images/brand_pdf/consumer_1st_edition_2004/lic/lic.htm
'Celebrate life‘
It has been positioned as a brand which stands for Celebrating the simple joys of life,
without worrying about financial difficulties in one's old age.
http://www.afaqs.com/news/story/29664_SBI-Life-Back-with-the-Celebrate-life-theme
Positioned as a product for the unseen circumstances in life.Insurance communication
usually harps on how vulnerable we are in the face of destiny. Never about how strong
the human spirit can be. By emotionally empowering one to stay resilient in the face of
whatever is in store is a bold, powerful stance by BSLI
http://www.campaignindia.in/Video/392778,birla-sun-life-promises-to-support-youthrough-thick-and-thin.aspx
Competitor’s Digital Analysis
• With Cuker Digital Agency it set goals to create and educate through digital to engage their
target audience
• It started by developing a digital communication strategy to educate customers on how life
insurance works, and how much they need to decrease the length of the sales cycle
• It created digital communication pieces including animated videos explaining how life
insurance works, and designed a life insurance calculator so consumers can understand how
much they need
• It also created videos to help the customer through the process of getting approved by
improving the effectiveness of the approval process and converting more customers
• By delivering better educated customers to the sales team it helped improve the sales process
and increase conversions
Competitor’s Digital Analysis
• AIG has its presence on Facebook, Twitter and LinkedIn
• On Facebook it posts once every week
• The posts emphasis on CSR activities carried out by them
• On LinkedIn stories are shared some concerning with women working with AIG and their
contribution towards significant impact at their company on the occasion of Women’s History
Month
• On Twitter it carries out weekly contest based on the facts about AIG or any other topic that is
not company or industry specific
Competitor’s Digital Analysis
• It is quickening investments in social, video and online advertising to exploit growing buzz
around rugby ahead this year’s World Cup in a bid to forge stronger ties to a public still wary of
its past as one of the big causalities of the economic crisis
• The insurance firm is coordinating Facebook, Twitter and YouTube to give sponsorships with
the New Zealand and USA national rugby teams more international exposure in the buildup to
next year’s tournament in England
Competitor’s Integrated Campaign
DRIVING IT HOME CAMPAIGN
Zurich, a property and casualty insurance provider and
the sponsor of New Orleans’ annual stop on the PGA
Tour, announced this week that it is partnering again
with Ben Crane on a “Driving it Home” campaign to raise
money for the St. Bernard Project, a local nonprofit that
has been rebuilding homes since Hurricane Katrina
devastated the area in 2005.
Competitor’s Integrated Campaign
DRUNK MIRROR
In a bit of clever marketing from Allianz Insurance, digital mirrors were placed in a bar, delivering recorded
reflections on a two second delay; an accurate simulation of the reaction time-altering effects of alcohol.
When drunk people look in the mirror, they often see a surprisingly attractive, witty, and basically
irresistible version of themselves—a sight that helps them rally for whatever mistake is about to made.
The last thing they expect to see, however, is a clever lesson in drinking responsibly. Created by Ogilvy
One Brazil, a new ambient ad campaign for Allianz Insurance replaced select mirrors in a lively São Paulo
bar with a digital screen sporting a delayed reflection effect. The unwitting users can be seen in the above
video interacting with the mirror, enjoying seeing the back of their well-coifed heads two seconds after
they turned around. That is, until a message appears on the screen, linking the effects of alcohol with
delayed reaction time.
Top 5 Customer Friendly Websites
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Flipkart
Makemytrip
Economic Times
SBI
Zomato
Digital Marketing – 5 Best Uses
FACEBOOK
Cross
Linking
Pictures
Refer Notes section for detailed description
Boost Post
Call-toAction
Facebook
Insights
Digital Marketing – Best Uses
YouTube
Always On
Fan Finder
Refer Notes section for detailed description
InVideo Branding
WaterMark
Video optimization
and YouTube channel
architecture
YouTube SEO
Digital Marketing – Best Uses
TWITTER
Grow Following
Descriptive Bio
Refer Notes section for detailed description
Content Sharing
Tags
User
Engagement on
Sweet Spots
Digital Marketing – Best Uses
LinkedIn
Relevant
Question
Campaign
Cross Promotion
Refer Notes section for detailed description
Publishing
platform
Secure
Endorsements
Local Ties
Digital Marketing - Content Marketers
Top 5 Integrated Marketing Campaigns
Roti Campaign
Lifebuoy has been stamping its handwashing message
onto millions of rotis at Kumbh Mela, the world’s largest
religious festival in India.
Khudko kar buland
The finance house’s latest film tells the life story of a single father and
his autistic son. It begins from his diagnosis to the child’s ‘different’
behaviours and goes to show the tough moments of parenting, where
the dad is shown displaying much patience with a smile.
Top 5 Integrated Marketing Campaigns
Mom Campaign
The campaign is classic "equity advertising," which attempts to sell not a specific product, but
an emotional tie to a company. It's a technique that P&G, one of the world's largest
advertisers, has perfected over the last few years.
Baby & Me Campaign
The idea is to leverage the babies into a powerful symbol of purity and youth.
This baby is a symbol of you and how you feel when you experience Evian,
and a symbol of the purity of our water
British Airways India: A ticket to visit Mum
British Airways launched a long-term campaign in the US telling India ExPats in the US “It's time to Visit Mum!”. The campaign features real
people and kicked-off today with an emotional video featuring a mom in
India talking about how much she misses her son in America.
Thank You