The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Mutual Fund Integrated Ad Campaign
The goal was to use the Mumbai marathon as the metaphor to communicate 6 essential qualities that one needs to possess to become a good investor - Starting early, Staying resilient, Having a goal, Seeking guidance, Stepping up, It’s never too late to start; as part of the Investor Education initiative by Franklin Templeton.
The ever-evolving running culture and the upcoming Mumbai Marathon presented a perfect platform for Franklin Templeton to join the conversation. Effective and powerful storytelling about 6 marathon runners in the form of videos was promoted to an audience base of 25-45 years in the top 15 cities via various digital channels - Social Media (Facebook, Twitter, LinkedIn, Instagram and YouTube), Video networks (Vdopia and Exponential), Content (Scoopwhoop, Storypick, and Dailyhunt), Mobile (Mcanvas) and Innovative (Xploree and Fork).
The campaign served 66 mn+ impressions with 13 mn+ video views and 10 mn+ engagements. Franklin Templeton engaged in conversations with individuals one to one on social networks. These videos inspired people to share their personal stories with us as we received 250+ powerful stories of individuals along the same 6 themes.
Most importantly the campaign gave us an opportunity to have almost 2,500 one to 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.
Contributors:
| VP & Head - Marketing: | Juzer Tambawalla |
| AVP & Deputy Head - Marketing: | Balaji Vaidyanathan |