Acko’s ‘no brainer’ campaign wins hearts this World Cup

Acko, a popular online general insurance brand has often emphasised the need for bike and car insurance. More often than not, while people invest in both life and medical insurance, they do not consider auto insurance to be important. Another reason why most people brush it aside is the perception that the process is tedious and laborious.

The brand successfully broke this stereotype with their new campaign ‘Isme dimaag kya lagana?’, conveying the message that purchasing car and bike insurance is not really the most difficult thing in the world to do. The campaign highlighted how Acko has transformed the buying process and made it quick, easy and economical. It also brought to light how your car does need care and attention, just like your family members and must not be taken for granted.

Collaborating with Hotstar during the ICC World Cup 2019, Acko drove brand awareness and consideration in both bike and car insurance categories, especially in the top eight metropolitan cities.

Smart, sensible, significant

With this campaign, Acko aimed to bring to the fore how car insurance is something that most car owners postpone or don’t take seriously. Generally, purchasing this type of insurance is a low-involvement one and even if some people purchase it, they generally leave it to the last minute, when the old policy is about to expire.

At this point, when you consult friends and family to help you pick the right insurance, or check rates online to find the best deal, there’s further confusion. Through this campaign, Acko highlighted its core benefits of providing car insurance at economical prices and almost instantly. This made the choice a no-brainer and hence inspired ‘Ismein Dimaag Kya Lagana?’.

The campaign also focused on how the Acko simplifies the process of buying insurance for the value-conscious consumer who might also be pressed for time. Through its campaign, it aimed to make people understand that insurance purchase is not a taxing process.

Effective strategies for a brand win

The collaboration with Hotstar helped Acko drive awareness and for this, they chose to use aston bands targeted on the fall of wickets, during the World Cup. The timing of the campaign helped since most viewers were glued to their screens during the matches. This approach helped the brand to gain visibility and garner the right set of eyeballs.

Besides, Acko also built message association through longer edits (30-second) in the initial phase of the tournament. The frequency was driven with 10-second edits in the latter part of the tournament that further built recall value.

The winning scorecard

Acko’s campaign reach through its collaboration with Hotstar helped the insurance brand in a big way. A significant increase was seen in both brand awareness and purchase intent. Overall, Acko’s association with Hotstar fulfilled its campaign objective of garnering sizeable visibility amongst prospective users.

Sharing his thoughts on the campaign, Nitin Khanna, AVP – Marketing, Acko, said, “Through our World Cup campaign on Hotstar, we were able to accelerate reach for our new campaign launch while creating brand awareness amongst prospective users. The platform, which has a high affinity with our TG, gave us the flexibility to target, measure and efficiently scale-up in key markets that resulted in significant growth in business and brand metrics.”