afaqs!

Coverfox rolls out new campaign urging users to take measured steps

By Snehojit Khan , afaqs!, New Delhi | In Advertising | January 21, 2016
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The three TVCs showcase incidents from daily life which highlight the need for car insurance.

The online insurance portal Coverfox, has launched its second car insurance campaign. The campaign consists of three new television commercials featuring vignettes from everyday life and the need to have car insurance.

The TVCs take a humorous path to establish the need for insurance in our daily lives showing how Coverfox helps in it. It encourages people to renew their car insurance to outfox unforeseen risks in life. The TVCs have been conceptualised by BBH Mumbai, and have been released on January 17, across TV channels such as Discovery, History TV18, Colors HD and others.

The Burger TVC

In the first TVC, a man is driving a car with his mother sitting next to him. He insists that she tells him where she's been to. The mother logs on to Coverfox.com, renews the car insurance with a few clicks, and then shows him the 'Baby Doll' tattoo on her right arm. The man is shocked and then there are screeching sounds, suggesting that the car may have met with an accident. The ad ends with a message on renewing car insurance through Coverfox in a simple and quick manner before disaster may strike.

You can't avoid disaster. But you sure can be prepared for it

The second TVC is about two Gujarati friends, presumably vegetarian, snacking on burgers while riding in their car. The one sitting in the passenger seat realises that it is a chicken burger. Before he breaks the bad news to his friend Jignesh, he visits Coverfox.com, renews the car insurance, and then informs his friend that it may be a chicken burger that he is enjoying. The friend is shocked, and bangs the car, as is suggested by the accompanying screeching sounds. The ad ends with a message on renewing car insurance with the help of Coverfox.

Tattoo TVC

The third TVC is about a lady driving the car, with her husband in the passenger seat and a baby in the rear seat. During the journey, the man realises that the child is not their 'Pinku', but some other kid. Assessing the situation, he renews the car insurance with Coverfox.com, heaves a sigh of relief, and then breaks the news to his wife about the mix-up. The ad ends with a message about how easy it is to renew car insurance through Coverfox.

Renew your car insurance instantly, so you can be faster than disaster

Varun Dua, CEO, Coverfox.com, says, "We, at Coverfox, are constantly striving to make the entire experience of buying insurance easy, swift and convenient. We wanted to convey that in our TVCs."

Pinku TVC

Dua feels that insurance advertising is synonymous with serious conversations. "We realised that consumers are tired of the melodrama in such commercials. To us, it is important that we cut through the emotional baggage and employ humour and wit, since the insurance industry is perceived as boring. In BBH, we've found experts who understand this well and help develop our messaging on point to this mandate," he says.

Varun Dua

Russell Barrett

Dua further adds, "The new TVCs have been developed to sensitise the viewers about the importance of renewing car insurance in a quirky, fun way. The underlying core messaging is to be fearless with the right insurance in your bag. As a brand, we are striving to ensure that people are always prepared to do more with their life and live beyond risk."

Russell Barrett, chief creative officer and managing partner, BBH, says, "It is great to work as Coverfox's partner in shaping its brand personality. It has been rather quick in distancing itself from its competitors -- both with its product as well as its advertising. When the world is busy with long format stories, it's great fun to make sharp, memorable and funny 15-second ads. We all enjoy working with Coverfox and it shows in the output we're able to deliver for them, time and again."

With these TVCs, Coverfox aims to address one of the major problems in the country regarding insurance such as the suspension of insurance renewals, especially in car insurance. Though it is mandatory, people are still reluctant to renew it in time. The advertisement reinforces the importance of renewing car insurance as emergencies can happen anytime, anywhere. The campaign focusses on the company's tag line 'Taking Measured Steps To Keep Ahead In Life'.

Launched in 2014, Coverfox is an online insurance portal where users can compare, buy and manage insurance policies in India. Using its proprietary technology and algorithm-based platform, users can compare and choose from a range of plans across top insurance companies, understand key features and buy policies. Coverfox currently offers health, car, bike, travel and home insurance policies. It is also powered by Glitterbug Technologies, a tech company which has received Series A and B funding from global funds such as SAIF partners, Accel and Narayan Murthy's Catamaran Ventures.

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