CREATIVE BRIEF WALKATHON 2014 BY XYZ INSURANCE CO.

Background XYZ Insurance Company has been in the business of financial security for the last 75 years.
Insurance has mostly been looked upon as a very non-glamourous product and as a service that should
generally be driven by fear. In order to keep up with the changing times and to give their old company a
new feel and personality, they are now actively taking part in urban lifestyle events in cities around
India. One of which is FUTURE TRAILS THE WALKATHON.

Objective To tell citizens that there is a walkathon being organized and to sign up for it. Secure your
future by investing in health today is the key message.
To reward the first 50 customers over the age group of 50 years on the basis of number of kilometers
walked by them as an indicator of fitness and offer them promotional lower premium rates.

TG (Target Group) SEC A & B urbanites between the ages of 18 and 50. Everyone is focused on health
nowadays. We use this insight to get people to join FUTURE TRAILS.

Tone of voice Inspiring, confident and positive.

Message Type Transformational

What do I want the consumers to do? Make them take the first step towards a healthier and safer
future. The first step being FUTURE TRAILS THE WALKATHON

Mandatory Elements Print Ad dimensions 4.82 X6.8h, XYZ Insurance Co Logo; Media Partners names.

Media Online Registration (Social Media; Links to website), Kiosks in mall.

Timeline Considering the event to be happening in November14, the first draft of the print ad will be
required on October 10
th
.