Creative Execution

The game was initially launched for desktop and mobile web, and later as an android and iOS app. This helped the game accessible not just on the desktop but also on the device that is in the palms of most of our target audience - the smartphone. 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 ad properties available in Facebook and Google Display Network.

The game consisted of 1,800 questions that spanned across 5 different quiz formats – multiple choice questions, fill in the blanks, unscramble, find the word and match the columns. 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 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 Key Insight Learning about investments is considered boring and investing in mutual funds is not in the consumer’s consideration set as investors have been familiar with the tradition investing instruments for generations and are reluctant to make a change even if it benefits them 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 game that effectively educated it’s players The gamification route was chosen as there has been a steady rise in the prominence of online games in the country which showed the interest in the same.