| Use of Social |
| Awards |
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| Client |
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Reliance General Insurance |
| Brand |
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Reliance General Insurance |
| Agency |
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Ogilvy & Mather |
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|
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| Brief |
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The main objective was to get people to consider buying travel insurance, specifically Reliance Travel Insurance, when planning their travel trips overseas. |
Scale & Location
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Location/Platform: The campaign happened on Twitter. |
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Solution
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We got Indian travelers to confront their fears around travelling without insurance in the most unthinkable manner. #DarkTravelTale: The world’s first Twitter-curated graphic novel that required them to imagine all that could go wrong with a lone girl travelling in a foreign land. |
Results:
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The biggest evidence of reaching our objective was that website quotes 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. This was measured using the hashtag. |
Insights:
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Indian travelers don’t buy travel insurance. They are aware of the dangers of not having it, but don’t like to have a conversation about it. They willfully turn a blind eye to these grave possibilities. They somehow believe that these dangers will not even touch them. They refuse to confront the possible fears, but will not stop at discussing similar scenarios that could happen to others. |
