BBH creates hilarious microfilms to get people to renew their insurance on Coverfox
Coverfox, India’s leading online insurance portal launched humorous microfilms to get people to renew their insurance. The campaign created by BBH India is a digital innovation on Youtube, consisting of 10 videos of 6.5 seconds.
Despite receiving email reminders from insurance companies, car insurance customers often forget to renew their insurance on time, and end up paying fines. While most insurance companies send out generic email reminders, Coverfox decided to create entertaining reminders that they can’t possibly ignore, by taking over just the things they watch on the internet. Using Youtube’s retargeting platform, the campaign specifically tracks down people who visited Coverfox, but didn’t get around to renewing their insurance, and then takes over their internet experience.
The Youtube pre-roll films feature a Coverfox employee vowing to place reminders all over the internet, to help customers catch their deadline. The reminders then show up in popular videos all through the week, every time the customer visits YouTube.
Jaimit Doshi, the CMO of Coverfox.com says, “Consumers are exposed to a myriad of communication messages everyday and Insurance as a sector is no different. Thus the task was to ensure we reach out to our audience in an innovative way that results in action. In true Coverfox style, we thought, why not make it a bit fun. With BBH’s expertise we put together these crisp films that are entertaining yet drive the message home and chose Youtube, as a medium because that’s where people go for fun and light browsing”
Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, “We’ve all suffered a retargeting campaign at some point of our time on the internet. Big Data helps companies know what you’re doing and where you go. But how you use data can be the difference between irritation and engagement. I believe the brilliant teams at BBH and Coverfox have managed to pull off an incredibly smart, surprising and modern campaign here.”
Retargeting is one of the most popular ways of heightening engagement with audiences and pushing them further down the sales funnel. The new Coverfox campaign has taken it a notch higher. For the first time, a brand is telling a story through a sequence of video ads with the intensity of the message increasing throughout. Also by making the ads crisp within 6.5 secs, the films tackle the problem of the infamous Youtube ‘skip’ button, so 100% of the message is absorbed by the viewer before they even have a chance to skip.