Insurance Case Study

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INDUSTRY

Insurance

BUSINESS OBJECTIVE

Increase the number of interested buyers

LOCATION

Mumbai

Read more to know how Value Direct’s reliable Mobile Marketing solution helped Tata AIG General Insurance Company to increase number of interested buyers.

Tata AIG General Insurance Company Limited (Tata AIG General) is a joint venture company, formed by the Tata Group and American International Group, Inc. (AIG). It offers a complete range of general insurance products including insurance for Motor Insurance, Health Insurance, Home Insurance, Travel Insurance, Lifestyle Insurance as well as several specialized financial lines. The company believes in offering innovative and relevant insurance solutions in the retail and commercial space.

CHALLENGES

Tata AIG and their team needed to develop a better mobile strategy for introducing people to the newly launched insurance product. From there, the company would begin the process of helping people get insurance and to assist them in the fulfillment process. Value Direct team researched on potential customers with more targeted information about their behavioral buying and how this particular insurance plan could be the right fit for them.

SOLUTION

This campaign consisted of SMS content that prospects could self-identify with, and then be led to a specific call-to-action. Below-mentioned were the main strategies followed by Value Direct.

- Identify main customer buying patterns

- Market to the decided & undecided consumer

- Repurpose content

- Setting up calls-to-action consistent with the product

By knowing exactly what prospects were looking for, this campaign allowed Tata AIG to simplify and educate its target audience with the content and targeted messages.

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