Creative Execution

The game was initially launched for desktop and mobile web and later as an android and iOS app. This increased accessibility beyond the desktop to the device that is in the palms of most of our target audience - the smartphone. Media campaigns were planned & executed across 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 ad properties available in Facebook and Google Display Network.

The game was well received by the audience with over 100,000 registrations in a span of 6 months. Total Balls Played (Total questions answered) - 8.4 Million Total Runs scored (Total points scored by all players in the game) – 544 Million Total Playtime (A product of average session duration & number of sessions) – ~15,000 days Number of Batsmen (total number of players) – 108,006 Total sessions till date are 20, 00,000 with an average game play time of around 31 minutes per active user #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 traditional investing instruments for generations and are reluctant to make a change even if it benefits them 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.