PNB Metlife’s brand film #AnythingCanHappen wins Bronze at spikes Asia 2016 awards
PNB MetLife, one of the leading private life insurers in the country, won Bronze Spike 2016 in the Film category at the Spikes Asia 2016 awards held during September 21 – 23, 2016 at Suntec, Singapore. The company was recognized for its ingenious magician brand film #AnythingCanHappen.
Penetration of life insurance is still very low in India and most of the brand communication in this category focusses on benefits like ‘returns’, and services like ‘ease of claim settlement’ amongst others.Through this film, the company wants consumers to recognize the need for insurance to protect themselves and their families as #AnythingCanHappen in life. While consumers are aware of this, they don’t want to think that something unfortunate can happen to them.Keeping this in mind, PNB MetLife has tried to communicate the message in a humorous way to ensure it is not morose or depressing.
The #AnythingCanHappen film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. Thus film ends with a message that anything can happen in life at any time and it is always better to be prepared.
The film has so far garnered over 22 million impressions, over 4.3 million views, over 14.5 thousand organic shares and got shared frequently on WhatsApp. It was also featured among the top 10 most watched Indian Ads on You Tube in June 2016, as per Agency FAQs.
Spikes Asia Awards, one of the most prestigious awards for creative communications, rewards the best entries in Film, Print, Outdoor, Radio, Digital, Direct, Promo & Activation, Media, Design, Film Craft, Print & Poster Craft, Integrated, Mobile, PR, Innovation and Healthcare. The festival and awards provide the creative communications industry with a platform to network and exchange ideas. Entries are judged by leading global creatives at the Festival.