With the launch of a model mascot, Brobot, Reliance Normal Insurance coverage case research explains how the model aimed to construct a simplified digital service expertise at every stage of the shopper journey.
The Reliance Normal Insurance coverage Case Examine exhibits how the model aimed to attach with folks throughout completely different age teams with the message Tech + Coronary heart, by means of social media. The case research analyses how Reliance Normal Insurance coverage leveraged the expertise to reinforce personalised providers.
Well being retail is underneath 3% and India shares the biggest out of pocket on medical bills. Equally when it comes to House Insurance coverage, the nation witnesses so many catastrophic occasions like cyclones and floods around the 12 months inflicting crore of damages. However the claims we as insurers pay quantities to simply 10% of those harm as a result of the remaining 90% of the quantity will get paid by the victims from their very own pockets
The GDP contribution being lower than 1%, appears to be like regarding. It implies an enormous underlying potential for basic insurance coverage as a class to develop. This may occur when the sector invests closely in driving consciousness and digital has come out as a powerful medium to extend the attain and consciousness within the class. With the rising web penetration, corporations have invested in constructing a strong digital structure and COVID helped in accelerating this additional. Corporations have began connecting with clients on real-time foundation however nearly.
By way of its services and products, Reliance Normal Insurance coverage makes insurance coverage accessible and inexpensive for patrons. With the assistance of mobility, social media, digitization supported by the ability of analytics has resulted in Reliance Normal Insurance coverage migrating to digital merchandise and digital distribution technique.
Abstract – Reliance Normal Insurance coverage Case Examine
Throughout COVID-19, RGI geared toward simplifying the whole insurance coverage course of for it’s clients in order that they will simply entry its merchandise and providers from the protection and comfort of their houses, with out having to work together with our bodily contact factors in any respect.
Whereas this elevated the seamless digital interactions, it additionally decreased indirectly the bodily contact and the humane values that the insurance coverage business is constructed on. Thus, the model determined to personal the dimension of Tech + Coronary heart and ensure the efforts laid on this path get established throughout all stakeholders.
The target of the marketing campaign was to re-enforce Reliance Normal Insurance coverage’s positioning as a new-age basic insurance coverage model, that gives clients the comfort of Expertise together with the empathy of a Human Coronary heart and extends the model philosophy of LiveSmart to all our stakeholders.
Prospects once they work together with an insurance coverage model need velocity, transparency, and care. Therefore, it was vital for the model to steer clear of class generic and create a more moderen, more energizing dialog each when it comes to look, tone, and really feel. It was crucial for RGI to create a brand new world the place the product and providers are ruled by tech and pushed by coronary heart, which introduced the corporate to a brand new model articulation Tech+Coronary heart = LiveSmart
The concept was of getting a singular world that’s completely different, but linked and having a mascot from the world you’re the reflection of this ethos.
To deliver a notion shift for the Model from a Conventional Insurance coverage firm to a model that connects properly with the plenty Digitally+ with Human Coronary heart.
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The marketing campaign was executed in three phases-
1st Section: The principle thought was to attach with the plenty and to point out how folks when in dire want of assist are at all times hoping that somebody would come to their rescue. A set of teasers per week previous to the launch by the title of ‘BroBot’ had been launched with out unveiling the model or product point out. A complete ecosystem was created on social media platforms like Fb as a method to create curiosity amongst the plenty.
2nd Section: The principle movie was launched over an unique YouTube Stay on the strains of how films are launched on the OTT platforms with a countdown to the present. The marketing campaign started with a set of 3D animated characters distressed underneath completely different circumstances of their lives and BroBot enters to rescue them as a superhero, with the ability of insurance coverage options which are each tech-enabled and compassionate.
RGI used Radio, Promoting, Advertising & digital media to convey our messaging by means of interviews, press launch & articles.
3rd Stage: Publish Occasion interviews, case research and social media platforms are used for numerous different communications associated to Model marketing campaign.
- 66.5+ Mn Attain throughout the paid media platforms
- 24.2+ Mn Views (cumulative) on the video platforms
- 1L+ Raise in Consciousness through Youtube & 2.1pts Raise in Model Recall through Fb
- ~12K+ incremental web site visits from Direct channel
- ~12% Enhance in Direct Site visitors DRR
- ~10% increment in Well being Insurance coverage Quotes & ~5% increment in Motor Insurance coverage Quotes
Rakesh Jain, CEO, Reliance Normal Insurance coverage Firm Restricted commented, “Throughout COVID-19 majority of buyer interactions occurred digitally and we led to a collection of tech improvements to simplify and make these interactions seamless. Nevertheless, we as a Normal Insurance coverage firm additionally understood that Technological disruption must amalgamate with humane values and deal with being customer-first, at all times. That’s the reason we determined to have a model mascot ‘BroBot’ that embodies this ethos and presents insurance coverage with a recent perspective to our clients within the new regular”