How do you increase engagement for Lifecycle Target Date Funds in a fun way?
We created a smart, simple integrated marketing campaign for a top financial services company to increase engagement and build investment advisors' awareness of their Lifecycle Target Date Funds with an interactive digital game, banner ads, emails, direct mail and conference materials.
The campaign's banner ads performed two times better than the industry average click through rate.
Setting our target
How do you create a simple digital game to increase engagement and build awareness of a topic like Lifecycle Target Date Funds? How could we capture busy investment advisors' attention in a fun and engaging way?
Teeing up the game
We decided to meet investment advisors at home—on the driving range. To make it more fun, we decided to let users tee off on their real-life range targets: The roving ball pickers.
Target date funds are a simple way to start saving for retirement decades in advance, so we added some distant targets— disappearing yardage markers with retirement dates on them. A person can also hit objects to freeze time and increase each score's value. Built in HTML5, the site is responsive across desktop, tablet and mobile devices. The game was complemented with a print piece and social component, as well as online banners.
(Oh, and we went beyond the request to create giveaway customized golf balls, keeping the campaign alive for months to come.)
Education through engagement
Our client was thrilled with the on-target simplicity of the game concept and its clean execution—and how financial advisors engaged with the game. The campaign’s banner ad click through rate was double the industry average.