Financial Services
2.3x increase in
click-through rates
By turning app downloads into active users
Creative & Communication
Problem Statement
Bima Central brings life, health, and motor insurance policies into one place – making them easier to manage and update. But, while downloads were strong, actual usage remained low.
The challenge wasn’t getting users in.
It was getting users to interact with the app.
Solution
Instead of driving reminders, we focused on revealing utility.
If users understood what they could do in the app, action would follow.
Concept
Turn insurance management into something that feels quick, useful, and worth doing now. Show that tasks which usually take calls, queues, and paperwork can be done instantly
Audience
40% users with existing insurance policies
who had taken the first step (download),
but hadn’t integrated the app into their routine
Insight
- Insurance is treated as a one-time task. Without a trigger, there’s no reason to revisit it
- The barrier wasn’t complexity alone – it was the absence of understanding the benefit of the app
Platform Roll-outs
- Electronic Direct Mail (EDM)
- Rich Communication Services (RCS)
Collaterals
Concept
69+ Lakhs
users reached
34% Open Rate
across campaign
