Aditya Birla Capital, the common brand used by the financial services subsidiaries of Aditya Birla Capital Limited, has launched its first interactive Facebook campaign #InteractWithTheFuture that allows the viewers to interact with two different futures simultaneously, enabling them to choose the one they most relate to and plan it accordingly.
Conceptualised and executed by FoxyMoron, the campaign uses creative tech to enable people to interact with two videos showing two different futures, with the belief that once people engage with both, they will actively choose one of the two and the experience will provoke them to start planning for their future. The objective of the campaign was to draw middle-aged people’s attention to planning their financials for their retirement.
Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, said, “We briefed the agency to use creative tech on an engaging platform like Facebook that shall make a middle-aged consumer experience what old age could be for them, thus provoking them to start their retirement.”
Around 20% of the total social media campaign budget went behind the shooting of storylines and developing the creative tech. The scripts have been written, produced and directed by Sudhanshu Saria and Achyuthyutanand Dwivedi of Four Line Films.
At present, the campaign is primarily on Facebook but soon be kicking off influencer marketing where retired Influencers will share their retirement experience along with the interactive film.
According to Kakar, TV is a medium to reach consumers hearts and minds, but it's a one-way communication. On the other hand, the digital medium enables a two-way communication where consumers become part of the communication.
“Our complete idea through this campaign is to engage with the masses, and this could be possible via digital medium,” he said.
The brand tried to give two endings of a story, leaving to consumers on which ending they want to pick for their life. “As a brand, we try our best to create a moment of pause in people's lives so that they can pause and consider what they want from life, and we can help them achieve it,” he said.
“We hope this interactive film will create a moment of pause and self-reflection among those who engage with it. We expect that in this moment of pause they will think about the kind of retired life they want to live and start planning their financials accordingly,” he appends.
Client: Aditya Birla Capital
Agency: Foxy Moron
Writer, Director and Producer: Sudhanshu Saria and Achyuthyutanand Dwivedi