Today, millennials account for 34% of the world’s population. And yet, this segment of society remains under-penetrated, especially when it comes to health insurance plans.
Aditya Birla Health Insurance is tapping into this demographic, and they’re doing it in a way that best resonates with young people today: influencers.
For a target audience that seeks instant gratification, good ROIs, and discounts on their purchases, the #FitnessKaUltimateInfluencer proved to be the perfect campaign that created positive engagement for the new Activ Fit health insurance plan.
Let’s get influential
The Activ Fit health insurance plan is being positioned as the ultimate fitness influencer in a world full of fitness influencers. The idea is to ditch traditional health insurance practices and take a creative approach to tackle an important matter.
With Ali Fazal as the photobomber and protagonist, the brand films have been shot in a reel format – an instant attention-grabber for the tech-savvy generation. He goes on to discuss the product benefits, urging the audience to incorporate a well-balanced fitness regime into their lifestyle.
The best part? He’s not the only influencer in the campaign; stars like BeYouNick, Varun Verma, Rohit Khandelwal, Radhika Bose, and Ujjawal Pahwa are a few among the many who have joined the initiative!
The 10-50-100 Trend
A health insurance plan tailored specifically for the young and healthy audience, the brand got trendy with its communication efforts by employing the 10-50-100 rule. Basically, they rewarded customers for healthy behavioural choices.
Let’s break down what that means:
10: The Instant Good Health Discount – an instant 10% discount after a face scan that confirms you are in good health
10: The Early Bird Discount – up to 10% discount if you are 35 years or below on the date of purchasing
50: Up to 50% Premium Return on burning 300 calories or completing 10,000 steps a day for 275 days in a year
100: Unlimited Sum Insured Refill – a complete 100% refill is provided unlimited times a year, if the sum insured is insufficient to cover a claim
A Health First initiative
By leveraging Reels, the brand was able to connect to the millennial audience and discuss product benefits in a super effective (and engaging) way!
Keeping the narrative fun and casual, Aditya Birla Health Insurance still did a tremendous job of educating and encouraging customers to opt for a holistic regimen and stay fit.
It’s inspiring stuff, really!