| Direct Innovation |
| Awards |
|
 |
| Client |
|
Reliance General Insurance |
| Brand |
|
Reliance Travel Insurance |
| Agency |
|
Ogilvy & Mather |
|
|
|
| Brief |
|
The main objective was to get people to consider buying travel insurance, specifically Reliance Travel Insurance, when planning their travel trips overseas. |
Cultural Context
|
|
Indian travellers don’t even consider buying travel insurance for international trips. They are aware of the dangers of not having it, but don’t believe that they will ever encounter these dangers themselves. In fact, they like to analyse and talk about the difficulties other travelers they know have faced. |
Solution
|
|
Indian travellers know the risks of travelling without insurance. But they don’t like anyone telling them about it. So we found an innovative way to get them to confront their fears on their own and acknowledge the need for travel insurance. We engaged them in co-creating the world’s first Twitter-curated graphic novel, Dark Travel Tale. They faced up to their fears. They convinced themselves! |
Results
|
|
The biggest evidence of reaching our objective was that website visits for Reliance Travel Insurance increased by 189% year on year and sales of Reliance Travel Insurance rose by 20%. A reach of 795,179 with 23,177,642 impressions was recorded. |
