FUNDTASTIC CUP

TitleFUNDTASTIC CUP
BrandFRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA))
Product / ServiceMUTUAL FUNDS
CategoryA01. Interface & Navigation
EntrantFRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA) Mumbai, INDIA
Entrant Company FRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA) Mumbai, INDIA
Advertising Agency SOCIAL WAVELENGTH Mumbai, INDIA

Credits

Name Company Position
Juzer Tambawalla Franklin Templeton Asset Management (India) Pvt. Ltd. Vice President and Head – Marketing
Balaji Vaidyanathan Franklin Templeton Asset Management (India) Pvt. Ltd. Assistant Vice President - Marketing & Communications
Satish Prabhu Franklin Templeton Asset Management (India) Pvt. Ltd Assistant Vice President - Marketing & Content
Anuradha Bhandari Franklin Templeton Asset Management (India) Pvt. Ltd Sr. Executive – Digital Marketing
Vishal Shah Franklin Templeton Asset Management (India) Pvt. Ltd Sr. Executive – Digital Marketing

Creative Execution

The game was initially launched for desktop and mobile web and later as an android and iOS app. Media campaigns were held on Facebook, Twitter and LinkedIn. Emailers were sent out at the launch of the campaign. Banners were placed on the Google Display Network. To re-engage users who registered but quit playing the game we reached out to them through remarketing. The game was well received by the audience with over 100,000 registrations in a span of 6 months, 20,00,000 sessions and an average game play time of around 31 minutes per active user.

The game was well received by the audience with over 100,000 registrations in a span of 6 months, 20,00,000 sessions and an average game play time of around 31 minutes per active user. Total Balls Played (Total questions answered) - 8.4 Mn Total Runs scored (Total points scored by all players in the game) – 544 Mn Total Playtime (A product of average session duration & number of sessions) – ~15,000 days Number of Batsmen (total number of players) – 108,006 Total matches played (total sessions) – 2 Mn #1 app on the Android Play Store in the Education genre

Objective Build a platform that would help us engage with our online consumers and educate them on Mutual Funds in an effective manner over a period of time Key Insight Learning about investments is considered boring and investing in mutual funds is not in the consumer’s consideration set. This is because investors have been familiar with the tradition investing instruments for generations and are reluctant to make a change even if it benefits them much more Strategy We realized that our TG uses digital tools as their primary source of information and entertainment. Hence, our strategy was to strike the right balance between the two to create high levels of engagement with the consumer. Hence, the Fundtastic Cup was born – An online, cricket themed quiz that effectively educated its players over a period of 6 months

Links

Website URL   |   Additional URL 1