mCanvas, an advertising company known for creating sensory ads for brands, and Merkle Sokrati, an innovation empowered and data-driven customer experience management (CXM) organization, have made a portable mobile-led ad for the distribution of mutual funds on Freecharge, a digital platform for online payments and recharges. The ad uses advanced motion sensors to boost user engagement uniquely.
mCanvas made an interactive ad concept to convey the brand’s message to promote the introduction of Mutual Funds services on its app along with the ease of investing in SIPs and also showcase the benefits of such an investment.
The innovative mobile campaign starts with the message stating “Money might not grow on trees, but growing your wealth is a lot like growing a tree’. The use of accelerometer and gyroscope motion sensors helps the brand to urge their users to step forward to uncover the initial step of developing their wealth. On doing this, the message on the screen pops with ‘First you plant the seed by becoming investment ready’, followed by the message ‘Complete one-time registration for Mutual Funds on Freecharge’. Inciting customers to step forward, the campaign at that point shows the second step i.e., ‘Then you nourish it with monthly Mutual Fund investments’.
Lastly, when users step forward the advertisement uncovers the last step of developing their wealth with a message ‘And finally you reap the sweet fruit!’. From that point, the innovative advances to the closing screen with relevant branding, along with a short video message. The CTA ‘Invest Now’, at the base of the screen guides users to the brand’s greeting page for more information on Mutual Funds.
Abhishek Upadhyay, head of marketing and growth, Freecharge, stated that when they started, they confronted the problem of promoting the mutual funds in a manner that would have an enduring effect on their target segment. Freecharge partnership with Merkle Sokrati and mCanvas empowered them to conquer it, with an advertisement that incorporated forefront innovation that satisfied their ad objectives and also garnered industry competitive results.
Chirag Chandiramani, assistant vice president – client operations, Merkle Sokrati, stated that the mobile ad space is an uproarious one, and brands need to go the additional mile to build up solid brand review. With the mixture of brand communication, creative innovation and media productivity, Merkle Sokrati endeavor to expand the best brand experience.”
