APPPL COMBINE | Creative Development | Max Life Insurance

Case Studies | Creative development: Max Life Insurance

We have been Creative Development partners with Max Life Insurance since 2007. Their communication to all their Indian GOs (General Offices) was the very foundation of their organization, and vital to keep their insurance agent motivated and inspired for improved sales. It’s a crucial job. Yearly financial results are dependent on the performances of these agents. Our repertoire consists of creative development of various campaigns over years. However, to give you an example of Creative Development, let’s talk about the Star Achievers Club awards. Insurance industries have global promotion and recognition awards for high performances for several companies. MDRT and Summit are some of the aspirational awards. The MDRT is the most prestigious award for anybody who is an insurance agent.
Max Life Insurance wanted a reward and recognition program to reward high performing agents of its company, in a push to inspire more agents to sell more policies. Not only would the rewarded agents be proud to belong to that company, the recognition of their achievements would spur them on to do more. We stepped a little outside of creative development for this one. After a session of brainstorming, we came up with the name Star Achievers Club with a corresponding brand logo and visual elements. For leverage over other insurance agencies, we included an introduction film, rewards and recognition brochures, inspiring and motivating posters, mailers and rewards program handouts to grab the interest of target groups. The plan took off in leaps and bounds as more people enrolled to win awards. We crafted a creative design to motivate those who were left out in the race, making it widespread. The idea of club awards as a shiny goal seeped down to grassroots of agent recruitment to encourage them to perform and earn their stripes. Later, we made short films on these achievers and screened them in local theatres and cinema halls to garner attention. Star Achievers Club impressed with its creative premise and is a very successful agent motivation program.

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