Bajaj Allianz launches campaign with F1 driver Nico Rosberg

MUMBAI: Bajaj Allianz, the life and general insurance company, has launched an 8-city ‘Drive Safely‘ campaign across India with Mercedes GP Petronas F1 driver Nico Rosberg coinciding with the first ever Indian Grand Prix Formula One race scheduled at the Buddh International Circuit in Greater Noida, Uttar Pradesh (the 17th race of the 2011 Formula One season) on 30 October.

The campaign includes Bajaj Allianz Safe Zone at select petrol pumps, mall and HNI Club activation programmes as well as a unique Pit Stop activation programme spread between 3-5 days in each city. Winners of various contests will get to meet and greet Rosberg.

As part of the campaign, a branded mobile vehicle will visit high visibility and footfall spots in all the eight cities. At selected venues, LCD screens will be placed showcasing F1 Team Mercedes and tips for safe driving.

An interactive branded Zone (Kiosk) will also be created at the event called as "Bajaj Allianz Safe Zone", which will promote Bajaj Allianz‘s ‘Safety’ commitment towards drive safely particularly amongst the car owners across the country. Inside the Bajaj Allianz Safe Zone, an emcee will engage the crowd with interactive games such as an insurance and F1 Quiz; Jigsaw puzzle of the Bajaj Allianz logo for recall; Snakes & Ladder - created in the shape of a life cycle with numbers symbolising age and snakes as problems at diff stages of life with BA solutions. Insurance consultants will also interact with the consumers inside the zone and promote live safe theme.
At various petrol pumps in the cities and on the expressways, a special Bajaj Allianz Pit Stop will be created for car checks creating an ambience of a normal pit stop in F1. All the cars visiting the petrol pump will be given free check at the Pit Stop within two minutes while highlighting the safety proposition of Bajaj Allianz towards customers. Services provided within two minutes at the Pit Stop would be: air check, oil check, wiper water check, wind screen and rear screen cleaning and coolant check. One promoter and two technicians will provide car owners with an experience similar to the F1 pit stop concept to create an excitement amongst 4-wheeler owners. An insurance policy scan of the vehicles will be done through scanners. After the scan, a safety contest will happen and Bajaj Allianz safety stickers will be given as spot prizes. The grand prize will be F1 tickets.

The month-long campaign, which started on 27 September, has already covered Hyderabad, Chennai and Kochi, and will go to Mumbai (16-18 October), Bangalore (9-11 October), Pune (13-15 October), Ahmedabad (20-22 October) and New Delhi (25-30 October).

Bajaj Allianz also plans an aggressive social media campaign to promote the campaign. It will leverage an online social game around racing and safe driving. The online game will serve as a platform to generate leads for future sales endeavours and will also enable an increased reach for the campaign owing to its viral nature.

The FaceBook activities will create a buzz around the offline activities that will take place through live and interactive videos, quizzes, etc. From an online sales perspective, the campaign will also aim to boost online sales during the campaign period by giving away free merchandise to customers. A Bajaj Allianz contest will run on radio relating to F1 and safe driving. Winners stand a chance to win F1 merchandise and meet F1 race driver Rosberg. Outdoor bus branding and cinema advertising will also be used to promote the activity.


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