We created a first of its kind video messaging service called ‘Memories for Life’, which provides a platform where the HDFC Life user can- along with his financial legacy - also leave behind a reserve of little anecdotes, words of wisdom and life lessons – all things that make him truly indispensable.This becomes a medium of leaving a bit of yourself with your loved ones even when you’re not around; making sure that they continue to live a life of self-respect.

We created a platform in the form of a mobile app and a microsite to help people record their messages for their loved ones. One had to simply log on, record a video message and set a date at which he would like their loved ones to receive the messages. At the decided time and date HDFC Life delivers all the recorded messages.

To drive awareness, we also launched a film which was run on TV, DTH, Cinema Halls, Live Media and YouTube. This was followed up with educative videos to teach the user about the platform. We backed this with print, radio and OOH communication.

Social media platforms such as Facebook and Twitter were used to generate content and run contests.

For trials, we did radio activations in malls across major cities. To sustain the campaign, we associated with one of the IPL Cricket teams, Rising Pune Supergiants.

Social Media Engagement:

In the 2 months following its launch the microsite has had over 3 lac unique visits. Furthermore, we have had 6 million engagements in the form of views, shares, tweets and likes across YouTube, Facebook and Twitter. People have recorded about 6500 videos amounting to 210000 seconds of video.

Impact on the Brand:

According to A.C.Neilsen’s brand track study, spontaneous awareness went up by 6 points to 78% and intention to purchase scores went up by 4 points to 59% during the campaign.

Thus making Memories For Life a platform which added a touch of humanity and warmth to a purely transactional category.