HDFC ERGO General Insurance Company, the 4th largest private sector general insurance company in India, recently executed an innovative campaign which was a mix of an online and on-ground activation at the multiplex. The campaign was focused towards HDFC ERGO's Motor Insurance policy which can be bought or renewed through the company’s mobile website .

1. HDFC ERGO: Blockbuster
Campaign Case Study

2. The Brand and the
Mandate

3. About the brand
HDFC ERGO is the 4th largest private sector General Insurance company in
India.
It has been expanding its presence across the country and is today present
across 87 cities with 104 branches with an employee base of more than
1700 plus professionals.
HDFC ERGO offers complete range of general insurance products ranging
from Motor, Health, Travel, Home and Personal Accident in the retail space.
HDFC ERGO focuses on providing the “Right Insurance Solutions” for all.

4. The Idea

5. Blockbuster Campaign
•
The objective of the campaign was to promote HDFC ERGO’s Motor Insurance as well as the
mobile website channel, which is fast & convenient. The core message drawn is that Motor
insurance can be renewed through mobile website anytime, anywhere!
•
To reach out to the right set of audience, HDFC ERGO used a two-layer approach by first
reaching out to audience at a well-known theater during the screening of the movie Dhoom 3 and
then targeting the captured video on YouTube snowballing it viral to further spread the word

6. Execution

7. The Scene
A theater full of people were
surprised to see a host on the
screen calling out a vehicle number
and asking whom it belonged to
A guy from the audience identifies
the said car number and walks
towards the big screen. The
audience then sees him on the big
screen with the host
The host reminds him of his motor
insurance policy renewal and how
he could easily renew it with the
help of HDFC ERGO’s mobile
website

8. The Result

9. Impact
- Core message of renewing motor insurance
instantly on the HDFC ERGO mobile website
- Double impact of the campaign: on ground (in
theatres) + viral online (Youtube)
Achievements
- The video was rolled out viral and
received overwhelming response of
7.14 lakhs hits in just 7 days!
- WOW factor left with the audience
in the theatres

10. Thank You