Effectively communicating the idea of flexibility that the product offers.
Future Generali launched Future Freedom Plus, a ULIP (Unit Linked Insurance Plan) offering a unique combination of protection, savings, and investment flexibility. The objective was to communicate the flexibility of this product in a memorable way and generate Top-of-Mind (TOM) recall.
Traditionally, outdoor advertising for financial products tends to be seen as dull and overly informative, leaving little room for creative innovation. The challenge was to break this mold and present the product’s flexibility in a way that would attract attention and differentiate Future Generali’s offering from competitors.
To effectively communicate the flexibility of Future Freedom Plus, OAP developed a concept that used Yoga, an exercise known for its flexibility and ease, as the central theme.
• The outdoor advertisements depicted a person in various yoga postures, conveying flexibility visually in an engaging and relatable way.
• To take the concept further and maximize visibility, a life-sized dummy of a person performing yoga asanas was installed on a motorized billboard. This dummy was designed to mimic the natural movements of a yoga practitioner, creating a captivating experience for passersby.
• The mechanized hoarding was equipped with motors and timers that allowed the dummy to perform a realistic sequence of yoga postures. The timing was meticulously synchronized to replicate actual movement while accounting for the short attention span of people viewing outdoor advertisements.
• The setup was so lifelike that, at first glance, it was difficult for people to distinguish between the dummy and a real person. This element of surprise made the installation hard to ignore, compelling onlookers to take a second look.
Although quantitative data was not collected to measure the campaign’s effectiveness, its impact was clearly visible in real-time:
• Increased Engagement: The campaign succeeded in making people stop and engage with the outdoor media. Drivers and pedestrians passing by gave the installation a second look, something rarely observed with traditional outdoor advertising.
• Extended Viewer Interaction: People walking along the streets even paused to watch the entire yoga sequence, proving that the concept was successful in holding attention and communicating the product’s core message of flexibility.
