Objective: To use the marathon as the metaphor to communicate 6 essential qualities that one needs to become a good investor

Challenge: Finance related communication is deemed boring by an average user. The challenge was to deliver important investment lessons in the most engaging way.

If Nihad Panju’s life could be described in one word, it would have to be ‘resilience’.

When he was a kid, Nihad suffered from partial paralysis caused due to a brain injury. At the age of 10, he was pulled out of school to begin a holistic neurological reorganisation and stimulation program. The therapy restricted Nihad's day to 12-14 hours. This is when he decided to start running. With an initial goal of just 1.2 Km, Nihad slowly progressed to 4.8 Km.

With a slow but sure progress, Nihad finished his first half marathon over time and has run many half marathons in the past 5 years among several other runs. Nihad’s story is a testimony to the fact that success is not final, failure is not fatal and it’s the courage to continue that counts most of all.

Cities with maximum marathon adoption are the same cities that drive maximum business for the brand. We found an intersection and finalized the top 15 cities for campaign targeting. In terms of demographics, the most receptive ones to the concept and the brand was found to be between 25-45 years. Hence, this made an ideal targeting set.

We incorporated a mix of various media channels that support a variety of creative formats, each serving a different objective (video views, impressions, microsite visits, etc.) The content in form of 6 storytelling videos was promoted through these digital channels –

• 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

The brand also engaged in one-on-one digital conversations with the viewers to drive home the investment message.