Idea:
The objective was to market retirement plans to a young audience. This is tricky business as they don’t see themselves retiring anytime soon, owing to the lack of foresight.
Execution:
In an industry first, for this campaign, we integrated Interactive Videos within the Facebook environment, giving users an immersive experience, allowing them to dabble between the present and two kinds of future scenarios:
(i) where they had planned for retirement funds.
(ii) where they had not.
Results:
1. This campaign was successful as it created and immersive experiences for consumers on the importance of retirement planning and created positive engagement for the brand’s retirement schemes.
2. The interactive videos had a 56% completion rate
3. 40% clicked through to plan their future on the Aditya Birla Capital website.
4. 80% replayed the video.
5. This campaign won 12 Awards at multiple award including 4 Gold and assisted with helping Aditya Birla Capital win Brand of the Year at exchange4media Content Marketing Awards, 2020.
