here's how Liberty General Insurance guided users to buy the perfect car insurance using an innovative mobile ad

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objective
solution
execution
youtube video
results
testimonials

objective

One of India’s most-trusted insurance companies, Liberty General Insurance intended to promote their 'Pay for the Distance' feature under the Motor Insurance Policy. Taking customization in general insurance to the next level, LGI offered a 'Pay for the Distance' car insurance feature, enabling automobile owners who do not use their vehicle frequently to pay a lower premium.

In an initiative to encourage innovative products and approaches in the insurance sector, the Insurance Regulatory Development Authority of India (IRDAI) proposed a Regulatory Sandbox. Further, the brand also wanted to effectively communicate how its insurance covers were distinctly different from its competitors.

Solution

Based on the campaign brief, it was pertinent to communicate the brand’s message in a way that would resonate with users. With the aim of giving users a bright view of the insurance cover’s benefits, the idea of clearing the car’s dirty windshield through user interaction enhanced the relevance of the ad. This contributed to the campaign’s objective of clearing users’ doubts and confusions about selecting the perfect insurance cover.

execution

On understanding the brand’s objectives, an Ad was created that opened to the copy ‘Still unclear on what car insurance to buy?’ that was set against a visual of a soapy windshield. Prompting users to ‘Press & Hold to clear the confusion’, the wiper then started clearing the windshield, revealing the USPs of the cover as icons on the screen, which then transitioned to four tiles. In order to learn more about the benefits of the cover, the ad then encouraged users to tap on the tiles. The ‘Know More’ CTA directed users to the landing page, where they could enter their details and get a car insurance quote.

see the results for yourself

super sixes

3.3

million users

8.8 Secs

avg time spent

1.08%

CTR

* 5 times higher CTR as compared to the 0.20% industry average for mobile banners

testimonials

Selecting the right insurance cover for your car is an arduous task, and we wanted to ease this process for our users with an interactive Ad that would help us stand out from the crowd and etch our mark in a competitive industry, such as ours. The mobile-led ad innovatively informed users about our insurance policies, fulfilling our objective.

Sriram Naganathan, President - Liberty General Insurance