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Berkshire Insurance: Easier on OOH

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | June 06, 2012
With more than 30 outdoor sites, the OOH campaign of Berkshire Insurance aims to promote the company's service in Bengaluru, which is being launched for the first time in the city.

Berkshire Insurance, which offers online motor, travel and health insurance services, has started its operations in Bengaluru. To create buzz around its services, the company has rolled out an out of home (OOH) campaign across more than 30 outdoor sites.

Berkshire Insurance

The creatives of the OOH campaign are simple but done in a interesting way, using different colours along with messages that compare easy things with buying online insurance from Berkshire. The messages read 'Easier than worshipping film stars like gods', 'Easier than hearing about a new scam every other day', 'Easier that seeing more software parks than public parks' and many more.

The creatives have been done by Metal Communications while the OOH campaign is executed by Media Circle. The outdoor sites have been strategically chosen in high traffic areas. "As it is a launch campaign in the Bengaluru market, our team, along with the client, has done a couple of recces to understand the market and chose strategically located media as per the defined target group, allotting specific creative communication to be put up on that medium," says Anil Vohra, managing director, Media Circle.

Moreover about the creatives Siddharth Prasad, vice president - creative, Metal Communications, says, "We wanted to keep the feel of the communication light-hearted in a view to reinforce the message that insurance does not have to be a serious matter. That's why we have designed the creatives in a illustrative style using humour."

More than 30 outdoor sites have been used for the campaign. To create high impact, large format billboards and bus lit shelters have been chosen.

Arun Balakrishnan, chief executive officer, Berkshire Insurance, says, "We have targeted Bengaluru as there are mature online buyers in the city. Therefore the objective was to create awareness and build communication with the clients about the services offered by Berkshire Insurance. By executing the OOH campaign, we focused to drive the TG which travels internationally due to personal or business purposes, and people who own cars, to visit our website through our communication."

The OOH campaign kicked off on June 2 in Bengaluru and will continue for 21 days.

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