MetLife's new 'Met Monthly Income Plan' claims to guarantee a monthly regular income for investors and their families, even if the investor is not around, for 15 years or till the end of the policy term. To promote the plan, the company has come up with a mascot called 'Calendar Man', who holds a cheque, signifying a guaranteed monthly income to the investors.
Taking the mascot outdoors, huge Calendar Man cutouts have been put up on billboards and bus shelters in Delhi, Mumbai, Punjab, and Uttar Pradesh.
In an official communiqué, Gour Gupta, chief operating officer, Platinum Outdoor says, "The aim behind the campaign is to ensure that MetLife gets to dominate the monthly income category business. We have approached the OOH initiative in a manner that the TG gets to identify with the newly launched scheme through multiple visibility touch points across cities."
He opines that the competition in the insurance category is heating up and just being out there does not make an impact. Effective media planning and innovations add to the impact of the campaign.
Lokesh Kumar, vice-president, Platinum Outdoor says, "For MetLife, our challenge was to ensure that the brand is visible across all the required TG touch-points and to ensure mass consumption, thereby making MetLife dominate the monthly income category. Being a new category launch, we did not want to confuse the consumers with difficult-to-identify innovations. Thus, we went for this one, highlighting the brand mascot."
Besides outdoor, the campaign will use television, print, online and BTL initiatives.
In April, afaqs! reported how the company used ad space on shoe-shine machines in DLF's commercial buildings in Gurgaon.
Sources at MetLife inform that OOH is an important medium for the company to communicate with its customers and financial advisors. The medium enables the company to have a combination of both impact and sustenance in its media strategy. In this campaign too, a significant percentage of ad budgets are allocated to OOH.