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Max Bupa generates 41% higher prospects for 'GoActive' Health Insurance

Achieves 2.3x higher brand recall and 3.1x higher purchase intent in less than 20 days!

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About the campaign

Max Bupa, India’s leading health insurance brand, launched a new product ‘GoActive’ earlier in 2018. With new-age offers like ‘OPD visits & diagnostics’, ‘personalised health coaching’, ‘AdvantAGE’, ‘I-Protect’, ‘behavioural counselling’, it disrupted the usual portfolio of the health insurance sector which covers nearly 15% of the Indian population. To get their message across mass audiences, the brand invested in TV campaigns among select channels. 

 
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Problem
Max Bupa needed to ensure top recall among
priority markets and create differentiation from other insurance brands who were also advertising on TV during the same time.
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Solution
The brand opted for a cross-media solution that would help find their priority TV segments and sync ongoing TV exposure with deterministic engagement on mobile.

 

 

Key Results

1.6M+
Unique Reach
2.3x
Higher Brand Recall
3.1x
Higher Purchase Intent

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What The Client Has To Say

“Zapr has played a pivotal role in our recent campaign ‘GoActive’ and enabled us to reach our priority audience. Through the campaign, we could reach 1.6 million unique individuals which has subsequently empowered us to get 30.3% growth in our overall social media traffic in just a month.”
– Anika Agarwal
Senior Vice President and Head of Marketing, Digital and Direct Sales,
Max Bupa Health Insurance

 

When I look at Zapr now today, it almost has become a must-have for your campaigns going forward because of this bridging that they are able to do between the offline and the online world.

Ajay Kaul

Chief Digital Officer, Club Mahindra

We have been experimenting with Zapr for several campaigns in the last few months and it has helped us reduce wastage, create better sequencing and enhance our targeting, all with one platform. It has been a valuable exercise.

Uma Talreja

Chief Digital Officer, Raymond Ltd.

We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months. 
We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.

Juhi Singh

Manager Consumer Research & Insights at Myntra

Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data.
In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent – Television

Anand Chakravarthy

Managing Partner, Maxus India

…Data and technology is going to play a bigger and bigger role in marketing communication business… Zapr is beautifully connecting the offline and online world – TV and mobile.

Tushar Vyas

Chief Strategy Officer, GroupM South Asia

…they [Zapr] have built out a good platform on the technology side which is very useful. On the other side, from the people’s standpoint, I think they are extremely hungry for making sure your client gets the best…

Subramanya Sharma

CMO at Cleartrip

I really wanted to know at a very granular level, using big data, what the Indian consumer was actually viewing. And I think Zapr really came out with that solution…

Mallikarjun Das

Group CEO, Starcom India

I think it’s a fantastic new tool for everyone whether for a content creator, broadcaster, person in the digital media, advertiser or any other kind of stakeholder. I think it’s going to really revolutionize the way we are looking at getting some sense of data, how people are watching and consuming media

Arnab Goswami

Managing Director of Republic TV

Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.

Mihir Kulkarni

Vice President at Pepperfry

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