Insurance: TATA AIA - Performance ad campaign

01 — Project details/brief

Promote & pitch TATA AIA insurance plan - Sampoorna Raksha  Supreme (SRS).

Messaging: Increase/Boost life cover at important milestones.

TG:

1. If existing customers, then encourage them to boost their life cover.

2. Couples (non-existing customers)

3. High Net-Worth Individuals

4. New House & Childbirth

And, execute this with ads that aren’t too typical in terms of concept, design, & copy.

02 — Creative process

To use elements that resonate with people who’ve just tied the knot or are on the verge of getting married, and speak to HNIs in the language they resonate with.

This, in turn, will create an instant connect and recall factor.

We executed this using subtle visuals and keeping the tone, conversational.

03 — Results

We ran this performance ad campaign across Meta, Google, and Instagram for around 2-3 weeks resulting in overall 1.5% CTRs, 100+ signups, & 1% conversion rates.