ICICI direct – iPledge Season 3, 10 times bigger

ICICIdirect Ipledge Season 3, is the 3rd version of their Annual CSR initiative. The campaign aims to empower underprivileged children by contributing to their education.

\ 1.2 MILLION PLEDGES

\ 6 MILLION VIDEO VIEWS

\ 100 MILLION IMPRESIONS

\ 130K PROGRAM REGISTRATIONS

About The Brand

The I-Pledge initiative helps you take the first step towards giving your family a future for all their dreams. Be it panning for your child's education, buying your dream home or Planning your retirement, I-Pledge gives you the platform to acknowledge the importance of these milestones. For each pledge taken, ICICIdirect will contribute Rs. 10 towards the education of underprivileged children.

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Decoding The Brief

Most people are keen on meeting their financial goals – be it their child’s education, owning a house or even retirement. This requires a disciplined approach and I-Pledge is the first step to commit oneself to their financial goals. In return, the company’s commitment is to help in building the future of underprivileged children in the society. The campaign aimed at reaching out to their target group and rallying their support for a noble cause, while also reminding them about how important it is to invest for the future.

CHALLENGES

Our focus was to optimise the performance of these assets being platform agonistic. We had to deliver 2x results with half the spends.

Our Strategy

Our strategy aimed at amplifying the video views via paid and earned channels, while also ensuring that we were driving quality traffic to the landing page using innovative ad formats & ensuring that iPledge was being talked about across Social Platforms.

Campaign Execution

The campaign aimed at reaching out to their target group and rallying their support for a noble cause, while also reminding them about how important it is to invest for the future. We had two brand assets which acted as the primary touch points across digital media assets. A 50 Second Video which spoke about the initiative, and why one should take a pledge. & The landing page where one could come and take a pledge.

\ 6 MILLION VIDEO VIEWS

\ 100 MILLION IMPRESIONS

\ 1.2 MILLION PLEDGES

\ 130K PROGRAM REGISTRATIONS

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