Mirum India bets on The Marathon of Life campaign for Cannes 2018

‘The Marathon Life’ campaign for Franklin Templeton Investments by Mirum India is headed to Cannes 2018

e4m by exchange4media Mumbai Bureau
Updated: Jun 5, 2018 8:56 AM
The Marathon of Life Campaign

Mirum India is betting big on the Marathon of Life campaign for Cannes 2018. The campaign was for Franklin Templeton Investments and helped create immense visibility in terms of impressions, engagements and more on social media. On the same, Balaji Vaidyanathan, Deputy Head - Marketing, Franklin Templeton Investments says, “If you see the campaign and what you see other financial services brands have done, it’s mostly boring advertising. This campaign is unique for us as well as the industry. Our concept was clear and you will see we have not pushed the brand at all. It’s just connecting people through this unique messaging without in-your-face advertising.”

The campaign

The objective of the campaign was to communicate 6 essential qualities one requires to become a good investor. The challenge here was that finance related communication is deemed boring by an average consumer and most of the investor education communication formats are done to death.

The agency tapped into the insight that the qualities one requires to become a good marathon runner are also required to become a good investor.
The ever-growing running culture in India and the Tata Mumbai Marathon 2018 was leveraged as an opportunity.The agency identified 6 marathon runners who embody one of the qualities required to become a good investor.

By powerful storytelling and using a marathon as a metaphor, they communicated those values via engaging videos. They also encouraged viewers to share their own stories of grit and triumph along the same 6 themes. Using social listening, they engaged in one-to-one conversations with users to drive home the investment message. A special 'The Marathon of Life' booklet was created and circulated on-ground to mutual fund distributors and potential investors. Results achieved by theme: 66 mn+ impressions,

13 mn+ video views 10 mn+ engagements 2500+ one-to-one conversations between the brand and users. 250+ powerful stories by users and 64% increase in microsite visitors. The Marathon of Life' trended on Twitter. Globally at #14 and #3 in India.

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