Dr. No cures yesolitis!

MF Global have launched a new campaign to interest the investors through a digital initiative. Six inches, the creative agency for MF Global, one of the world's largest Futures & Options brokers, decided to attack this disease of saying yes to anything and everything by investors through a website called yesolitis.com.

Yes-olitis campaign was born out of the idea to make the campaign as engaging and interacting as possible among a large number of investors. As per dipstick high net worth investors are usually surrounded by people who mindlessly nod their head. These investors gave the insight that they respect honest opinions and MF Global has a reputation for being honest to an extent of saying NO for things they don't think are right for their clients.

"The objective of using digital medium is to engage and leave a lasting impression among investors and when the Six Inches team presented the website idea, we liked it a lot as it looked at our services from a completely new angle. We believe that the website, and the campaign on the whole, have great potential in creating a buzz." Vineet Bhatnagar, MF Global -Managing Director & CEO says. We wanted to bring revolution in digital space and created a complete video based website and portrayed Dr. No character, a messiah for investors suffering from Yes-olitis, he further added.

Dr. No warns investors about the symptoms, urges them to take a test and also suggests cure to be free from Yes-olitis. Sections called speak up and win urges investors to share their experience of saying NO and inspiring stories will win one year Forbes subscription. A clinic called Dr. No portfolio clinic has been created where investors can send the portfolio and Dr. No will advise on how to make it better. A patient room showcased how 3 investors were cured by Dr. No. The site uses high-end technology called CDN network for super fast downloading of the video from multiple locations.

"Site will be populated through a very creative campaign using all possible mediums. This is a digital extension to our mainline campaign. We are using outdoor, mobile SMS, digital campaign exploring news, finance and general websites, ground activation in Mumbai, Delhi and Bangalore. A very interesting medium we have explored is placing leaflets in chemists using a dispenser. Campaigns will run for one month. While creating the campaign, we wanted to coin a proposition that was a clutter breaker in the financial services category. Therefore, the creative team worked on the insight that many investors relied on friends, colleagues for investment advice; plus, quite often relationship managers readily agreed on investment options that were beneficial for them", informed Pravin Shah, Managing Director & CEO, Six Inches Communication, the agency behind the campaign.

Speaking exclusively to Adgully, Shah further added, "The main objective is to create awareness and make it a memorable experience. This kind of a campaign allows you to measure its effectivity. Within just one week, we have got 9 portfolios. And around 198 people have taken the yesolitis test."

"This is going to be one of its kind website in India and a revolution in finance domain. To date no one has explored something like this and we are spending significantly to promote this site (www.yesolitis.com)" he added.

The website is a complete interactive initiative with the latest technology and does download really fast. However the presence of Dr. No becomes a little monotonous and MF Global may have stretched this concept a bit too much. A media expert in this field said, "This ad may communicate to the target audience but a little less of Dr. No would have done no harm. The website is a complete revolution, however the concept of "yesolitis' have been over rated" | By Janees Antoo [janees(at)adgully.com]