Business ObjectiveTo launch a powerful micro-site campaign which is customer centric and takes the brand conversation forward from TV to online media. The micro-site should also have a viral appeal.
- The product has many facets that can appeal to a diverse audience, Customer Centria traced this to create a complete conversation that starts with an interactive tool that acts as a teaser, and leads the conversation to testimonials by a diverse range of characters depicting the wide applicability of the product
- Based on this, eight different personas were created to cover most archetypes of different age groups of the target audience. An interactive "Spin-the-wheel" was designed where each spoke would represent one persona and would be mapped to the specific variant of the Wealthsurance product
- A button on the interface against each persona prompts the user to click to know more/buy the product. The unique user design made it easier for an individual to relate to a profile closest to him and view only the variant which would appeal to him. Thereby, streamlining the marketing message and increasing overall purchasability