MUMBAI: The ‘Travel Insurance’ campaign for Tata AIG has won gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore  --  awards that celebrate the best in media thinking and communications across the APAC region.

ZenithOptimedia Group chief digital officer Mayoori  Kango said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it.  Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”

The campaign in question is based on the insight that travel is something that everyone looks forward to, while mostly takes a back seat, especially in India. If Indian travelers do get insured, it’s usually only for specific destinations.

As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within 3 hours of the first search.  Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive 3-hour window.

Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a great 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic. This in turn ultimately increased travel insurance transactions for the brand by a massive 74 per cent.