Team Quasar | Kotak Presentation by Quasar, 05 th June 08 Kotak Life Insurance Digital Marketing

Team Quasar | Kotak

Presentation by Quasar, 05th June 08

Kotak Life Insurance Digital Marketing

Team Quasar | Kotak

Team Quasar | Kotak

India’s largest digital media services company

A WPP DIGITAL COMPANY

Team Quasar | Kotak

AGENCY 2.0

Team Quasar | Kotak

(Online agency on Record)(Online agency on Record)

(Online agency on Record)(Online agency on Record)

(Online agency on Record)

(Online agency on Record)

Team Quasar | Kotak

The .com(munication) guys !

Team Quasar | Kotak

What can Quasar Offer?

BrandingResponse Content and applications

• Online planning and buying

• Ad unit creation

• Broadband video

• Digital experiential

• Mobile

• Emerging media

• CRM

• Direct marketing

• Email marketing & deployment

• Search marketing

• Affiliate marketing

• Online Reputation Management

• Web PR / Blog Monitoring

Data services and hosting

Digital communication planning

• Website design & development• Content creation, sourcing and

adaptation • Information architecture

• Content management• eCommerce

• Application development• Games

Team Quasar | Kotak

360° Experience in handling Interactive Marketing across Categories

The DIGITAL SURROUND

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Kotak Safe Investment Plan

Online Marketing Deployment

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Target Audience

Media

Landing Page/Microsite

Destination

LMS

Back End

Analysis Calling

Access

ONLINE MARKETING CYCLE

Team Quasar | Kotak

Target Audience

Focus on 5 cities Pan India

- Delhi /NCR- Mumbai- Bangalore- Kolkata- Ahmedabad

Methodology : IP Based Targeting, Profile Based TargetingExpected Error Rate : 20 %

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Who are we talking to?

The Programs & Media we create should appeal to these traits

Stock market conscious

Sec A – B1 Investors in mutual funds

Age group35-55

Target Audience

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Professionals + Decision makers

– Better investment options– Guaranteed better returns along with

insurance– Protect investments during market uncertainties

- Invests in mutual funds and other market linked investment options

- Wants to invest in a high return investment product but does not want to lose his money

Consumers have Choice

Team Quasar | Kotak

More is Good

Team Quasar | Kotak

Nielson. Life Insured Brand Health Monitor Q307

Message Q307

% of people recalling the caption

Correct association – amongst those recalling

caption

Sar Utha Ke Jiyo (HDFCSL) 37 21

Suraksha.. Zindagi ke har kadam par (ICICI Pru) 1 7

Zindagi se ek Kadam aage (Kotak) 35 9

Jeene Ki Azaadi (Kotak) 30 0

Kal par control (Aviva) 22 13

Your partner for life (MNYL) 26 2

We know India better (LIC) 19 26

Have you met life today (MetLife) 17 62

Respect yourself (HDFCSL) 19 22

Your dreams our commitment (Birla) 15 2

Get the Lion's protection (ING) 18 26

Think investment Think.... 13 14

A new look at life (Tata AIG) 17 0

For all your life insurance needs (Bajaj) 12 1

With you.. every step of the way (MetLife) 10 62

For the Planned and Unplanned (MetLife) 7 6

Jeetey Raho ( Added from Mid June) 39 36

Mera Farz ( Added from Mid June) 9 7

Always up never down (Reliance) 6 44

Recall of caption & correct association with the company- all

Base Q307:5884

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Competition is Strong

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Surfing for Insurance Product

Surfing for Investment

Surfing for Financial Information

Surfing - Other Things

Low Hanging FruitsConversion Bucket

Search , Content Sensing& Behavioral Targeting

Vertical / Profile

Generic

Team Quasar | Kotak

Surfing for Insurance Product

Surfing for Investment

Surfing for Financial Information

Surfing - Other Things

Conversion Bucket

Search , Content Sensing& Behavioral Targeting

Vertical / Profile

Generic

Media Mix

34%

66%

0 %

Media Mix Buy Type

CPL

CPC

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Broad Category Terms

Brand / Product Names

or Terms Pricing TermsReviews /

Articles

High Medium Low

Relative Frequency Of Use

RESEARCH / ENGAGEMENT

CONSIDERATIONCOMPARISON

PURCHASE

Source: Millward Brown Study Conducted for Google, May 2005

Our Approach to Search

Team Quasar | Kotak

Broad / Awareness

Investigation /Comparison

Purchase / Buy

Lead Generation Page - InvestmentLead Generation Page - Investment

Lead Generation Page - InsuranceLead Generation Page - Insurance Query FormQuery Form

ICICI Prudential

Stock Market

Kotak Life Insurance

Aviva Pension Fund

anti spyware solution

Best Investment Schemes

Kotak Investment

Best Insurance Product

Mutual Funds Investment

Max New York Life

HDFC Standard Life

Share Trading

Kotak Insurance

Insurance

New Insurance Products

Q

Investment Options

Information + Form

Registration

Sales

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Landing Page/Microsite

(Home Page )

Destination

Query Form Lead Generation Form

“Buying” “Selling”

Brand & InsuranceKeywords

Competition & Category

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Leads & eCPL

Objective Evaluation

Media Overview

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Lead generation Media MappingSearch Networks

Intenders

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Network and Search

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* All best estimated figures

• Media Plan Value : INR 7,73,750

• Clicks: 40,000 clicks* (From search)

• Leads (Fixed) : 2000* (CPL based deals), Estimated From Search : 2600 = 4600

• CPC: INR 12.84* (Fairly low for a insurance product)

• Visibility: 1 month

• Creative Cost Includes the Cost of LMS, Hosting (1 month )

Team Quasar | Kotak

Campaign Roll Out1 Month 8 Months

Week 0 Week 1 Week 2 Week 3 Week 4

Campaign Closure & Analysis

Sustenance

Paid SearchPaid Search & Network Marketing

Campaign Breaking

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Publisher and Property wise Rationale

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Tyroo

Publisher: TyrooProperty: BannersLocation: RONRecommendation Rationale:

•India’s first self serving digital ad network

• Very effective in targeting professionals and business owners.

•Tyroo has a good number of relevant content driven sites used by our TG.

• Cost Per Lead Buy

Team Quasar | Kotak

KomliPublisher: KomliProperty: BannersLocation: RONRecommendation Rationale:

• One of India’s largest digital ad network

• Very effective in targeting young well networked professionals through social networking. .

•Komli has a good number of relevant content driven sites used by our TG.

• Has delivered good results in the past for Sharekhan & Makemytrip.com

• Cost Per Lead Buy

Team Quasar | Kotak

Google

Publisher: GoogleProperty: Text adsLocation: Search pageRecommendation Rationale:

• Google is the most popular search engine in India with over a billion searches happening every day.

•Immense Targeting opportunity through text ads as well as Image Ads

• Closest media vehicle to reach out consumers closest to the closure of “purchase cycle”

• Has always achieved great results.

Team Quasar | Kotak

Yahoo

Publisher: YahooProperty: Text adsLocation: Search pageRecommendation Rationale:

• Yahoo is the second best search engine in India with quite focused audience.

•Immense Targeting opportunity through text ads as well as Image Ads by the latest campaign management system “panama”

• Features that attract audience: Advanced search on any category

• Has always achieved great ROI.

Team Quasar | Kotak

Thank you