Apollo makes it ‘snow’ in Chennai

20 Feb,2012

By A Correspondent


Apollo Munich Health Insurance launched ‘Optima Restore’, an ‘Unbelievable’ health insurance product in a unique way. To bring this offering closer to the people of Chennai, Apollo Munich conceptualized an unbelievable event where the people of Chennai experienced “snowfall in Chennai” at the Express Avenue Mall on February 19.


Mudramax, the agency partnering Apollo Munich in their ‘Unbelievable’ concepts, came up with an execution whereby it snowed in Chennai, a city which has never seen snowfall! An innovative pre-event hype promotion saw promoters distributing Apollo Munich branded balloons with ‘Snowfall in Chennai’ written on it, as invites. Radio also acted as an invite medium to drive people in hordes to the event!


On the day of the event, the team created a maze-like structure through which people could explore their way to the main event, to experience snowfall – for most of them, this was the first time in their lives that they experienced something like this. A snow machine threw imitation snow around an igloo throughout the day, attracting crowds who not just experienced it, but took home the experience, through their mobiles and cameras, to share with others.


To round off the snowfall effect, the team also got them to play a game of skiing on the large screen, using a motion sensing game. Speaking on the event, Mandeep Malhotra, President and Head Mudra Max (OOH, Experiential, Retail) said: “That the event was a huge success can be seen by the number of people who participated. For a mall event to reach out to more than 100,000 people over the weekend is rare. Needless to say, the brand delivered on its promise of offering the ‘Impossible’ to the people of Chennai and I am indeed happy that I was present here personally to experience the same”


Speaking about Optima Restore and unbelievable ‘Snow in Chennai’, Antony Jacob, CEO, Apollo Munich Health Insurance, said: “For the past four years, Apollo Munich has brought to the marketplace, unique and innovative products. Optima Restore is the latest and most exciting with the presence of two unbelievable benefits.”


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