For Advertising Management
The project was conducted on HDFC Life’s ‘Click 2 Protect’ insurance policy’s advertising campaign. The campaign in question was centered around 5 videos depicting an individual who is protecting his family by obtaining the policy at various stages in his life i.e. at the time of his parents’ silver jubilee, his marriage, purchasing his own house, for maintaining the lifestyle of his family & when he has a baby. A detailed presentation was made on Dec. 9th 2012. Details of the product, the possible brief for the campaign, an evaluation of the advertising campaign, public relations initiatives, product life cycle, SWOT analysis, competitors & our own creative strategy were all presented. For the purpose of this project we browsed through websites (like afaqs, campaign India, pr wire etc.), spoke to representatives from the company & spoke to some seniors in the industry. We learned that while the company representatives themselves seemed to think the campaign was a good one, the success was mostly due to piggy-backing on HDFC Life’s “Sar Utha ke Jiyo” tagline recall. The videos, the insight & the concept itself have failed to create a mark both within, & outside of, the industry.
CONTENTS OF THE PRESENTATION
1) The Product – Details on the insurance policy with particular emphasis on the features, advantages & requirements 2) The Brief – Background of the company, marketing objectives, communication objectives, an example of who we are talking to, consumer mindset, key message, message tone, deliverables & deadline 3) Evaluation of the Campaign – In terms of: identifying & analysing the target audience, advertising objectives, advertising platforms used, appropriation of funds, components of the advertisement, execution of the campaign, advertising effectiveness & PR effectiveness 4) Product Life Cycle
5) SWOT Analysis (of...