DIVERSIFY YOUR EFFORTS

TitleDIVERSIFY YOUR EFFORTS
BrandFRANKLIN TEMPLETON
Product / ServiceFRANKLIN TEMPLETON
CategoryD01. Social Video
EntrantFRANKLIN TEMPLETON Mumbai, INDIA
Idea Creation FRANKLIN TEMPLETON Mumbai, INDIA
Idea Creation 2 MIRUM AGENCY PVT. LTD. Mumbai, INDIA
Media Placement MIRUM AGENCY PVT. LTD. Mumbai, INDIA
PR MIRUM AGENCY PVT. LTD. Mumbai, INDIA
Production MIRUM AGENCY PVT. LTD. Mumbai, INDIA

Credits

Name Company Position
Naila Patel Mirum Digital Private Limited Executive Creative Director
Kishor Shembekar Mirum Digital Private Limited Creative Director
Priyanka Chavan Mirum Digital Private Limited Art Director
Rohan Ian Mirum Digital Private Limited Sr. Copywriter
Karan Vazirani Mirum Digital Private Limited Manager - Video Production

Background

Challenge: The Marathon of Life campaign in 2018 won many awards and accolades. To continue in its stride, we decided to take on complex and layered investment concepts like the power of compounding, diversification of portfolio and taking risks. These concepts are found difficult to explain by the finance industry and typically require charts and complex calculations. Finding human stories that would embody these concepts was the biggest challenge we faced Objective: To educate the investors about complex concepts like the power of compounding, diversification of portfolio and taking risks using the marathon as a metaphor via powerful storytelling.

Describe the creative idea

Capitalizing on the ever-growing running culture, 'The Marathon of Life' features everyday marathon heroes who go about doing the ordinary in an extra-ordinary way. The theme of each video is similar to the quality an investor needs to possess for investing in Mutual Funds. It has been creatively done by using marathon as a metaphor to communicate six essential qualities that one needs to become a good investor.

Describe the strategy

The concepts at the heart of The Marathon of Life 2.0 - Power of Compounding, Diversification of portfolio and Taking Risks – are often found to be complex by the investors and often need charts and complex calculations to inculcate. Instead of going into the nitty-gritty of these concepts, we decided to simplify them to their core and represent the same through human stories to make them easier to absorb. We chose the stories of 3 successful marathon and triathlon runners to explain these concepts. Here’s how we broke down the concepts: •The Power of Compounding: The protagonist explains the concept of Compounding and how it makes the whole greater than the sum of parts •Diversification: This story explains how diversifying your efforts can help you mitigate risks and achieve your goals •Risk: A powerful story that showcases how well-informed and calculated risks can lead to greater rewards

Describe the 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. We incorporated a mix of various media channels that support a variety of creative formats, each serving a different objective (video views, impressions, etc.) The content in the form of 3 long-drawn, storytelling videos w promoted through these digital channels – • Social Media: Facebook, Twitter, LinkedIn, Instagram and YouTube • Native Content: Taboola • Mobile display ads: Mcanvas • Media partnerships: SportsKeeda (Website and social media) We also used Twitter FirstView activity to create buzz around #TheMarathonOfLife on the day of the Tata Mumbai Marathon 2019, a marquee event followed by Indian and international marathoners.

List the results

The approach was applauded on the digital landscape as the campaign garnered: • 7 Million+ video views • 7 Million+ engagements • 79 Million+ Impressions The campaign was also extensively covered by publications including ET Brand Equity, Ads of the world, exchange4media, AdGully, Mumbrella and Daily Hunt.

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