SBI Life uses Augmented Reality to raise awareness of the need for insurance

SBI Life Insurance, India’s largest and one of the most trusted private life insurer, on the occasion of Father’s Day, created awareness of the need for Life Insurance through augmented reality, a fun and interactive medium to engage customers. Through this, SBI Life aims to bring alive the brand promise of providing planning, protection and security.

 

SBI Life bought out the basic concept of father protecting his child from the uncertainties of life. On the occasion of Father’s Day, SBI Life set up an augmented realty space in malls. The anchor invited Father - son/daughter visiting the mall to engage in virtual games. It was a 40 - 50 second game, in which, the child was shown images of his future aspirations such as education from esteemed university or an aspiring job. In between the opportunities, the child was also exposed to certain risks like inflation, job loss, critical illness, sudden death etc. These roadblocks overshadowed the child’s inspirational goals. At this point the fathers masked the role of a warrior and killed all the risks to protect their children. The 40 sec virtual treat clearly bought out the brands messaging of planning, security and protection.

 

Commenting on the campaign Ms. Sriparna Sinha, Head - Brand & Corporate Communication, SBI Life said that, “We felt that it was necessary to communicate the importance of being insured, but in a refreshing, relevant and engaging manner. Augmented reality is one of the technological media to send across this message on Father’s Day. Being market leaders, we felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible parent but also when they are not. Our new brand engagement activity sets out to remind people of just that.”