To assert itself as a health insurance company that cares about the well-being of its customers, Aditya Birla Capital Health Insurance challenged its target audience to participate in its “#JumpForHealth” campaign. Customers could post videos of themselves jumping, and for every 10,000 jumps the brand would donate a prosthetic leg to a person in need. Not only were customers improving their own health by jumping, they were improving the lives of other Indians with physical disabilities.
Objective and Context:
Aditya Birla Health Insurance wanted its customers to adopt healthy living as a part of their daily lifestyle without making major changes to their existing routines. Many other health insurance brands’ advertising focused on the functional benefits of their insurance products, and Aditya Birla Health Insurance wanted to showcase its core ideology which is to encourage people to become and stay healthy.
The target audience is composed of millennials who are compulsive expressionists, not just passive readers and followers. Millennials are known to be a distracted audience with a very low attention span. They are opinionated and love to stand for a social cause. They use their social media accounts to support causes they care about.
For World Health Day on April 7th, Aditya Birla Capital Health Insurance Company wanted to communicate its commitment to overall health and wellness, as well as educate customers on easy ways to incorporate exercise into their daily life.
Through research the brand found that jumping 10 times twice a day provides greater bone-building benefits than running or jogging. This insight formed the foundation for the campaign.
Content discovery and consumption for the target demographic takes place on video and social platforms like Facebook and YouTube. Also, there has been an upward trend of mobile phone usage in India. The brand would need to use these methods to spread its message.
Overall Campaign Execution:
Aditya Birla Capital Health Insurance invited customers to post and share videos of themselves jumping as part of a viral challenge. Influencers participated in the program to help build the campaign’s initial momentum.
The brand incorporated a philanthropic element to the campaign to inspire more people to participate. For every 10,000 jumps, Aditya Birla Capital Health Insurance would donate a prosthetic leg to a person in need. This part of the campaign was executed in partnership with Sadhu Vaswani Foundation, an NGO that provides prosthetic legs to those in need.
The program resulted in user-generated content that allowed customers to show support for a good cause. The brand wanted participation to be very simple, so participation simply required posting a video of themselves jumping and tagging it with the campaign’s hashtag, #JumpForHealth. To take it a step further, participants were also asked to tag three of their friends in the video inviting them to create their own videos, thus creating a snowball effect. Most videos were shot and shared on a mobile device.
#JumpForHealth reached over 5.2 million users and garnered over 5.5 million impressions on Facebook. The campaign also made over a million impressions on Twitter.
Aditya Birla Health Insurance received a 200 percent increase in its Facebook fan base. Search queries for the brand went up 278 percent.
The brand reached its target of one million jumps in less than 15 days. This feat is attributed to the overwhelming response from celebrities like Sanjay Dutt, Milind Soman, Diandra Soares, Mandira Bedi and Rannvijay who participated in the challenge. Because the goal was met so quickly, the brand doubled its target and set out to inspire two million jumps. This resulted in 200 prosthetic donations in about five weeks.