ICICI Lombard, a leading general insurance company in India, is proud to announce that its innovative “Game of Life” campaign has been featured in Impact’s “Hall of Fame” – Top 50 Ads of 2024. This prestigious recognition celebrates the most impactful campaigns across industries, with ICICI Lombard being one of the few BFSI (Banking, Financial Services, and Insurance) campaigns to be recognized.
The campaign, which blends the thrill of gaming with the realities of life’s uncertainties, presents insurance as a empowering tool to navigate challenges. The campaign’s success can be seen in its ability to engage audiences across platforms, with over 150 million people reached, 45.54 million views, and 120k+ meaningful engagements. The campaign has also seen significant success on social media platforms, with 72+ million impressions and a #1 trend on Meta (formerly Twitter) with over 3,500 retweets.
The campaign’s creative and innovative approach has not only driven awareness but also delivered tangible business outcomes, with a 36% increase in traffic on the campaign-landing page and a 17% rise in quotes for ICICI Lombard’s insurance products. This demonstrates the campaign’s effectiveness in engaging audiences and driving meaningful actions, reflecting the strategic integration of creativity and business objectives.
Sheena Kapoor, Head of Marketing, Corporate Communications & CSR, ICICI Lombard, commented on the recognition, stating that it is a “proud validation of our efforts to challenge the conventions of insurance marketing.” The campaign is a testament to the company’s commitment to connect with audiences in ways that are relatable, meaningful, and innovative. The company planned to engage millennials and Gen Z with an approach that reflects their world, leveraging the universality of gaming to communicate the vital role of insurance.
The “Game of Life” campaign is a result of ICICI Lombard’s commitment to innovation, leveraging gamification to redefine the perception of insurance and position the brand as a tech-centric ally that empowers individuals to make healthier choices while staying protected from unforeseen events. This accolade underscores the company’s dedication to delivering differentiated and meaningful communication that resonates with consumers, and its mission to enhance its brand equity through creative, relatable, and forward-thinking initiatives.