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ICICI Prudential Life provides online experience for child plan

By Rashmi Menon , afaqs!, New Delhi | In Marketing | November 26, 2012
In a new marketing initiative to promote its child plan, ICICI Prudential Life has set up a channel on YouTube that invites parents to post videos of their smart kids.

In an innovative attempt to reach out to its digitally sound customer base, ICICI Prudential Life has come up with a new marketing strategy by setting up a YouTube channel (www.youtube.com/iciciprudentiallife), which allows parents to upload videos of their children. Cashing on the 'experience' quotient, the initiative attempts to touch the emotional chord of parents with young children.

ICICI Prudential Life channel on YouTube

The homepage of the channel displays a promotional video, where children enact the Aamir Khan starrer 'Papa Kehte Hai' for 'Smart Kids School Day'. It then urges parents to post their 'smart kids' videos by using the 'create your own video' gadget. The initiative, launched in early November, has already received more than 150 videos posted by parents. The channel has clocked more than 1.8 million viewers and 475 subscribers.

Speaking about the insight behind the initiative, Manish Dubey, senior vice-president and head, marketing, ICICI Prudential Life Insurance, says,"We wanted to create an experience for the customer. An experience, which is personal and yet can be done on scale with the help of technology. An important requirement was that the user should be delighted with the experience, and happy to share it on social media."We wanted to create an experience for the customer. An experience, which is personal and yet can be done on scale with the help of technology. An important requirement was that the user should be delighted with the experience, and happy to share it on social media."

Since every parent wishes to secure their child's future, the initiative creates awareness about ICICI Pru Life's child plans and their advantages for the parents, he adds.

The company intends expand this initiative by creating content which is 'social by design' and suitable for the platform. ICICI Pru Life also plans to create two-three annual programmes that will revolve around its product portfolio available online. While the insurance company is focusing on maximising its reach in different digital platforms, it currently has no intention to translate the initiative to other media.

This is the insurance company's second initiative using the YouTube platform. Earlier this year, ICICI Pru Life came up with the 'Commitment is Everything' campaign, which marketed ICICI Pru iCare's online term plans. The initiative recorded more than 3.95 lakh views and 11,000 shares.

The channel's video content was created by Hungry and Foolish and the customer gadget on YouTube is made by ThisMoment, US. Position2, the global digital agency, is the authorised reseller and implementation partner for India and South Asia region for ThisMoment.

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