HDFC Life Celebrates Father’s Day with Interactive Mobile Ad
mCanvas, the experiential storytelling ad platform for small screens has created an interactive mobile ad for HDFC Life on Father’s Day. Highlighting gratitude as the central theme of the campaign, the creative enables each user to share a selfie and a personalised voice note with their father on WhatsApp. The recipient can then view the message on a microsite.
Further, the brand desired to establish a connection between a father that protects the family and HDFC Life that protects its insured customers. Partnering with mCanvas, the brand is celebrating the day with an ad that opens to the copy ‘Fathers always find the greatest happiness in seeing their children happy.’ which transitions to ‘On this special day, show some appreciation for the man who always puts your happiness first!’. A ‘Let’s Go!’ button on the screen activates the phone’s front camera and encourages users to give their widest smile. Using real-time face expression detection technology, the smile triggers the photo to be captured.
Users are then prompted to activate the phone’s microphone and record a personalised voice note of up to 15 seconds, conveying their love for their father. The ad then transitions to the closing screen that displays the selfie and the voice note, and a ‘Share Your Message’ CTA that allows users to share the message with their father on WhatsApp
A link to the message is shared with the recipient, which leads to the microsite. The recipient can see the image and hear the voice note on the microsite and can simply create one himself and share with his father. Another CTA ‘Plan Now’ directs users to the brand’s landing page for information on insurance plans.
Reaching over 2 million users, the campaign is witnessing impressive 2% click-through rate, which is 10 times the 0.20% industry average for mobile banners. Users are spending 16 seconds, on average, engaging with the creative.
Vishal Subharwal, EVP – E-commerce & Digital Marketing, HDFC Life said, “On Father’s Day, it was important to encourage users to express their gratitude to their father with an ad that would go above and beyond the regular wishing traditions. Partnering with mCanvas has given us the opportunity to leverage the capabilities of mobile to provide users with a unique, yet memorable experience.”
Vishal Rupani, Co-founder and CEO, mCanvas concluded, “In order to make this day a special one, it was crucial to create a seamless and memorable experience for users on small screens. Enabling them to take a selfie and record a personalized voice note which could be shared directly on WhatsApp, allows them to deepen the emotional connection with their father.”