ICICI Lombard x Gan.AI: Personalized Adverts for Insurance Policies

The Customer

ICICI Lombard, one of India’s leading insurance providers, is known for its innovative approach to customer engagement. With a wide portfolio spanning health, motor, and life insurance, ICICI Lombard focuses on making complex insurance solutions accessible to a diverse audience.

Challenge

Insurance, despite being critical, often suffers from customer procrastination. ICICI Lombard sought an innovative way to:

• Address customer hesitancy and emphasize the importance of timely insurance decisions.
  
  
• Re-engage website visitors who abandoned their journey without purchasing.
  
  
• Empower agents to build stronger connections with their clients.

Solution

ICICI Lombard partnered with Studio by Gan.AI to deliver a personalized video campaign featuring Milind Soman, leveraging Studio’s AI capabilities for seamless voice cloning, lip sync, and dynamic visual customization. The campaign centered on the theme: “We’re always in a hurry, but we procrastinate on the things that matter most, like health or car insurance.”

Campaign Execution

The campaign included three distinct video scenarios:

1st Video: Milind on a Treadmill

• Scenario: Milind runs on a treadmill, reflecting on how people prioritize speed in life but procrastinate on critical decisions like health insurance. A humorous moment occurs when a housemaid accidentally unplugs the treadmill, causing him to fall.
  
  
• Message: Encourages viewers to quickly book their health insurance policy, emphasizing ICICI Lombard’s nationwide cashless claims network.
  
  
• Personalization:
  • Viewer’s name: “We want everything fast, right [Name]?”
  • City location: Highlighting ICICI Lombard’s services in [City] and across India.

2nd Video: Milind in Traffic

• Scenario: Stuck in bumper-to-bumper traffic, Milind comments on the rush in life while procrastinating on essentials like car insurance. A humorous moment unfolds when another car reverses into his, prompting him to highlight the need for car insurance.
  
  
• Message: Urges viewers to secure their car insurance policy without delay.
  
  
• Personalization
  • Viewer’s name: “In life, we’re always in a rush, right [Name]?”
  • Car make and model: Direct mention of the viewer’s [Car Name].

3rd Video: Milind in the Dressing Room

• Scenario: A fan approaches Milind for an autograph, but Milind deflects the attention to an ICICI Lombard agent, calling them the “real star.”
  
  
• Message: Highlights the expertise of ICICI Lombard agents and encourages viewers to contact their “star partner” for guidance.
  
  
• Personalization:
  • Agent’s name: “The real star is [Agent Name].”
  • Agent’s contact details are displayed on-screen.

Delivery Method

1. Custom CRM Integration:
   • Studio integrated with ICICI Lombard’s Adobe CRM to securely fetch personalization variables like customer name, city, and car make/model.
     
     
2. Video Distribution:
   • Videos were retargeted to website visitors via WhatsApp.
     
     
   • Agents received personalized videos featuring their contact details, which they could share with clients and prospects.

Key Results

• Total Videos Generated: 300,000 unique personalized videos.
  
  
• Engagement Boost: Significant increase in customer interaction via WhatsApp, with higher click-through and conversion rates.
  
  
• Enhanced Retargeting: Personalized follow-ups improved lead reconversion for prospects who visited the website.
  
  
• Agent Empowerment: Personalized videos enabled ICICI Lombard agents to promote their expertise, building trust and enhancing client relationships.

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