Along with the informative videos shared on its YouTube page, Bajaj Allianz Life Insurance also created a Facebook game called ‘Defeat the Tax Monster’; the Facebook app added the much-needed interactivity to the campaign. The purpose of the game was to shoot the Tax Monster out of your life and save your money.
The insurance brand also leveraged cricket season with the ICC world cup series with an array of contests like #PaisaVasool moment, #MaukePechauka moment and #Befikar moment. Cricket jargon was shared as interesting visuals. Furthermore, occasions like Valentine’s Day, Women’s Day and Holi were also leveraged to add more spice to the campaign. The activities covered a series of minimal posters for Valentine’s Day, along with contests like #WorryFreeMoment, #HERoInMyLife.
And, while at sharing all these content pieces, the brand built awareness for its Fortune Gain and Future Gain schemes.
Fun. Interactive. Goal-Oriented
Bajaj Allianz Life Insurance is one of those insurance brands that have been active when it comes to digital marketing. With this content-driven strategy, the brand has meaningfully leveraged tax season for business gains, especially when the first quarter is always ridden with a multitude of new insurance schemes. ‘Defeat the tax monster’ has the right mix of relatability and simplicity for a digital awareness campaign.
The investment into the concept, the visuals and interactivity over a period of time has helped the insurance brand build a friendly image as well as promote its new schemes in a fun way.
Numbers do the talking
The campaign got Bajaj Allianz Life Insurance more takers for the Fortune Gain and Future Gain schemes. This is how the numbers stacked:
- 68,920 new fans on Facebook & 14,384 followers on Twitter
- 227,382 users engaged with the brand creating a whopping 673,996 impressions!
- #TaxMonster and #PictureAbhiBaakiHai had 2,413 & 5,471 mentions respectively
- 3,938 enthusiastic players shot the Tax Monster
Learnings/observations
- Regular content pieces (Insurance related) when clubbed with current happenings (Valentines’ Day, Union Budget or Cricket World Cup) garnered the best results
- Gamification helped in driving more engagement, giving a platform to the enthusiastic participants
- Choosing the right hashtag resulted in generating more traction even to the simplest of activities
- Digital assets like Tax Calculator and product tabs turned out to be most visited and a useful property for our audience