Gone are the days when the number of career paths were limited and every parent aspired that their kids become doctors, engineers or teachers. Things have changed drastically and today, with more career avenues to explore, parents are open to kids taking up professions that they are passionate about. Careers as DJs, musicians, footballers and photographers, considered out of the ordinary at a point, are now recognised choices for aspirants.
Aegon Religare, the 18th entrant in the life insurance category, claims to help parents do just that by making provisions for their children's future with its product, Star Child Plan. Translating this thought into an outdoor campaign, the company has put forth its communication on billboards, bus shelters and transit media.
Pradeep Pandey, director, branding and communication, Aegon Religare, tells afaqs!, "OOH (out of home) plays a crucial role in creating instant awareness. With this campaign, the idea is to catch the insight of today's parents and convey this, with the creatives telling a distinct story about each child."
The same innovation has been done on bus shelters, with slight alterations to the copy - 'Ab Daksh banega star footballer'. The second creative, titled Ab Yash banega star DJ, features the child as a DJ operating a turntable. Here, a cut out of the child's hand is shown toying with the rotating disc fabricated on the billboard, again as a cut out.
The third mechanical innovation on a billboard, titled Ab Rohan Banega basketball star, includes a 23 feet cut-out of a boy, a cut out of a basket and a ball made out of fibre. Motion is created with the help of a gear and pulley system, wherein the ball moves from the boy's hand towards the basket.
The fourth creative, showing a girl behind a camera, is titled Ab Jaya banegee star photographer. This particular creative looks better after dark, as the flash blinks on and off as if the girl is clicking pictures constantly - like an ace photographer.
The innovations have been conceptualised and executed by 141 Wall Street, the OOH division of Bates 141. Apart from the metros, the campaign is spread across 42 cities across India. Contract Advertising is the creative agency on the account.
Praveen Vadhera, country head, 141 Wall Street feels that usually, insurance is perceived as a serious business. "The Star Child campaign stands apart in the insurance category as it explores the fun quotient associated with a small child, who is passionate about something," he says.
In 2008, Aegon Religare came up with an OOH-led launch campaign, called KILB or Kum Insurance Lene Ki Bimari. The campaign, based on the insight that 80 per cent of the Indian population is under insured, saw custom made messages for each OOH format such as bus shelters, bus panels, train wraps and billboards. "The KILB campaign was educational. In this campaign, by building excitement about raising a star child, we are urging parents to step into the shoes of an enabler," says Pandey.
For this campaign, Aegon Religare shares that it has spent 30 per cent of its advertising budget on outdoor. The remaining spend is distributed between television, print and digital. Also, the idea of a child prodigy created room to play with different creatives that worked well on outdoor formats.