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Freecharge aims to physically engage with users in new campaign – ET BrandEquity

Freecharge’s latest campaign aims to engage users physically

mCanvas, the experiential storytelling ad platform for small screens, and Merkle Sokrati, a technology-enabled, data-driven customer experience management (CXM) company, have created a mobile-led campaign for distribution of mutual funds on Freecharge, the digital payment service platform. The ad uses advanced motion sensors to boost user engagement in a way.

In order to effectively communicate the brand’s message, mCanvas created an interactive ad concept that would educate their target audience about the process of investing in mutual funds, help uncomplicate the user’s journey of mutual fund investment, while also showcasing the benefits of such an investment.

Using the accelerometer and gyroscope motion sensors, users are encouraged to take a physical step forward to reveal the first step of growing their wealth. On doing this, the message on the screen transitions to ‘First you plant the seed by becoming investment ready’, followed by the copy ‘Complete one time registration for Mutual Funds on Freecharge’. Prompting users to take another step forward, the ad then displays the second step – ‘Then you nourish it with monthly Mutual Fund investments’.

Lastly, the ad reveals the final step of growing their wealth – ‘And finally you reap the sweet fruit!’, when users take another step forward. Thereafter, the creative transitions to the closing screen with relevant branding, along with a video commercial. The CTA ‘Invest Now’, at the bottom of the screen directs users to the brand’s landing page for more information on Mutual Funds.

Watch the video here:

Abhishek Upadhyay, head of marketing and growth, Freecharge, said, “In the beginning, we faced the conundrum of how to promote the mutual funds in a way that would leave a lasting impression on our target segment. Our partnership with Merkle Sokrati and mCanvas enabled us to overcome it, with an ad that integrated cutting-edge technology that fulfilled our campaign objectives and also garnered industry competitive results.”

Chirag Chandiramani, assistant vice president – client operations, Merkle Sokrati, said, “The mobile ad space is a noisy one, and brands have to go the extra mile to establish strong brand recall. We at Merkle Sokrati strive to maximise best brand experience, with the amalgamation of brand communication, creative innovation and media efficiency.”

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Akshay Nandoskar, regional sales head – West, mCanvas, added, “Our goal is to constantly build ideas that will engage and excite users. For Mutual Funds on Freecharge, we seamlessly integrated storytelling into the ad, to create an immersive mobile experience.”




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