Nissan:
Wakala Plus Insurance
Awareness
• UAE Relaunch
What: 360 Campaign
Who: Wakala Plus
How: TVCs, Digital Marketing, Interactive
Wakala Plus Insurance:
All You Need
Wakala Plus Insurance offers comprehensive insurance.
Like, really comprehensive. With covers and add-ons included that would cost a premium if bought elsewhere. The
objective was to showcase these benefits to drive awareness and sales.
Problem…
Historically the brand has seen better conversion rates from walk-in leads compared
to digital leads. Hence, we aimed to further increase footfalls in their showrooms to ultimately boost sales through offline channels.
....Solved
The problem was multi-fold, so we approached the solution multi-dimensionally. An engaging (and hilarious) set of films complemented by targeted digital advertising were conceived, and they delivered.
The insight
When it comes to renewing car insurance, consumers tend to overthink. The tons benefits and add-ons on offer further confuse them. All they seek is a smooth experience where they don’t have to ponder too much about what’s needed to be done. An insurance provider that gives them exactly what’s required, is all they seek.
Concept
The campaign was built around a singular thought “All you need is Wakala Plus”. Inject a bit of irreverent humour and relevant talking points, and we had the perfect vehicle to drive our message.
Part 1: Video Ads
A series of films employed humour that bordered on slapstick, but executed in a way that caught the audience’s attention from start to end. And in the middle of the pandemonium, we sneaked in the benefits in a way that seemed impossibly natural. The video completion rates across platforms was through the roof.
Part 2: Targeted Digital Advertising
Being the authorized dealership, we utilized first-party data to reach out to eligible Nissan car owners through Meta, Youtube and programmatic ads. The reach was further maximized by targeting prospective customers actively looking to purchase new Nissan cars.
Part 3: Rich Media Interactive Ad
This was the cherry on the top. A gamified interactive ad deployed within mobile apps, gave consumers all the important information, while keeping them entertained. This strategic immersion led to high CTR and awareness.
The Rollout
The film was strategically released pre and during the
festival of Ramadan. The media budgets where optimized for maximum reach across channels such as
YouTube and other social media platforms.
Vehicles Used:
- Video Ads
- First-Party data Targeting
- Meta (Facebook) Ads
- Youtube Ads
- Programmatic Ads
- Mobile Advertising
Uptick
Increase in sales:
19%
Reduced sales cycles
Heightened product awareness
Tangible growth
