Diary of a
IDBI Federal Wealthsurance® Milestone Plan is a Flagship product of IDBI Federal Life Insurance which is a joint-venture of IDBI Bank, India's premier development and commercial bank, Federal Bank, one of India's leading private sector banks and Ageas, a multinational insurance giant based out of Europe.
To 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
Creation of eight different personas resulted in high customer connect. The sales aids were also based on these characters to complete the conversation in the offline mode.