ICICI Bank wanted leverage the occasion of Father’s Day to communicate their new positioning “Ready for you. Ready for tomorrow”. We needed to tell them how to.
Creative / Social Media /
Tech / AV
A key aspect of the brief was to create a solution that did justice to the #ReadyForTomorrow sentiment ICICI Bank wished to portray. It had to be modern, emotinally relevant and at the same time, add to the goodness of Father's Day
In simple words, it needed to be something that would inspire our audience and initiate meaningful conversations online.
We created a microsite that allowed users to generate personalised Father’s Day messages in varied formats and share the same via varied channels. Then, to get the ball rolling we got members of the senior management, celebrities and influencers to share their stories.
#ThanksDad got so popular, it trended for over 3 hours on Twitter and saw close to a 100 million impressions across social media.