The Campaign

Opportunity: Mumbai Marathon 2018 – India’s biggest and the most popular marathon event Insight: The qualities needed to become a successful marathon runner can also be imbibed to become a successful investor. These qualities are: • Starting early • Staying resilient • Having a goal • Seeking guidance • Stepping up • It’s never too late to start Idea: Create storytelling videos around 6 marathon runners, each of them imbibing one of the 6 values to become a successful runner and subliminally suggest the customers to imbibe these values in their investment behaviour to achieve financial success. Target audience: 25-45 YO in top 15 Indian cities. This is the set of audience that drives maximum business for the brand.

Creative Execution

Cities with maximum marathon adoption are the same cities that drive maximum business for the brand. We found an intersection and finalized the top 15 cities for campaign targeting. In terms of demographics, the most receptive ones to the concept and the brand were found to be between 25-45 years. Hence, this made an ideal targeting set. We incorporated a mix of various media channels that support a variety of creative formats, each serving a different objective (video views, impressions, microsite visits) The content in form of 6 storytelling videos was promoted through these digital channels – • Social Media: Facebook, Twitter, LinkedIn, Instagram and YouTube • Video networks: Vdopia and Exponential • Native Content: Scoopwhoop, Storypick and Dailyhunt • Mobile display ads: Mcanvas • Innovative display ads: Xploree and Fork The brand also engaged in one-on-one digital conversations by replying to the comments to drive home the investment message.

These 6 powerful stories of human grit and personal triumph garnered: • 13 million+ video views • 66 million+ impressions • 10 million+ engagements • 1.2 lac+ microsite visitors • These videos inspired people to share their personal stories with us. The campaign received 250+ powerful stories of individuals along the same 6 themes. • ‘The Marathon of Life’ trended on Twitter at #3 in India and at #14 worldwide just before the day of India’s biggest marathon event Most importantly the campaign gave us an opportunity to have over 2,500 one-on-one conversations with people. Our subject matter expert not just interacted with them but also seamlessly brought in the investments context as well. Thus, The Marathon of Life became more than 6 inspirational stories. It became a vehicle for informal and candid conversations between the brand and people. Something that most brands aspire to achieve.

Target audience: 25-45 YO in top 15 Indian cities. This is the set of audience that drives maximum business for the brand. KPIs: • Estimated video views: 5,700,000 • Estimated completed video views: 683,000 • Estimated engagement: 770,000 • Estimated link clicks: 39,900