ADITYA BIRLA HEALTH INSURANCE
"Blood TAG"
Brief
To organise a campaign that engaged 2-wheeler owners while promoting health insurance and creating a life-saving awareness property.
Insight
Most Indians are unaware of their own or potential donor blood groups. In emergencies, every split-second counts—having the right information immediately can save lives.
Idea/Execution
The campaign highlighted the risk of unknown blood groups and introduced the Blood Tag—a unique identifier card representing the owner’s blood group and compatible recipients. The tag could be easily stuck on bikes, cars, helmets, or kept in wallets and bags. Launched on World Blood Donors Day, Blood Tags were distributed across parking lots, petrol pumps, societies, and ABHI branches hosting blood donation camps. Community engagement was amplified through Blood Squad WhatsApp groups, enabling quick access to donors in emergencies. Data collection of 2-wheeler owners was seamlessly integrated into the execution, creating qualified leads while providing a valuable safety tool.
Impact
- Distributed 60,000 Blood Tags nationwide, creating a tangible, life-saving awareness tool
- Engaged 2-wheeler owners and collected qualified customer data efficiently
- Facilitated faster emergency responses via Blood Squad WhatsApp groups
- Generated over 3% ROI in the initial phase
- Conversion rate – 27%
bike, motorcycle, scooter, automotive, health insurance, insurance, engagement, BFSI, social project, innovation, creative campaign
