The qualities needed to become a successful marathon runner can also be imbibed to become a successful investor. These qualities are:

• Starting early

• Staying resilient

• Having a goal

• Seeking guidance

• Stepping up

• It’s never too late to start

We created storytelling videos around 6 marathon runners, each of them imbibing one of these 6 values to become a successful runner and subliminally suggest the viewers to imbibe these values in their investment behaviour to achieve financial success.

To engage further with the audience, we directed them to a microsite, where they could share their personal stories that resonated with any of the highlighted qualities.

Implementation: 1 video released each week leading up to the Mumbai Marathon on 21 Jan 2018

Timeline:

• Resilience - 8th Dec, 2017

• An early start - 15th Dec, 2017

• Goal - 22nd Dec, 2017

• A Beginning - 29th Dec, 2017

• Stepping up - 5th Jan, 2018

• Guidance - 12th Jan, 2018

Placement:

• Social Media: Facebook, Twitter, LinkedIn, Instagram and YouTube

• Video networks: Vdopia and Exponential

• Native Content: Scoopwhoop, Storypick and Dailyhunt

• Mobile display ads: Mcanvas

• Innovative display ads: Xploree and Fork

Impact:

• 120K+ visitors on Microsite

• 13 mn+ video views

• 10 mn+ engagements

• 250+ personal stories

• 2500+ one-to-one conversations on social media