Standard Chartered produced a digitally based film ‘Why I run’ for the Standard Chartered Mumbai Marathon 2016. The film showcases chunks of Mumbai city with bringing out the fact that every person in this city has its own reasons for running thus introducing the marathon to be held on January 17, 2016.
Running for a reason
The film features a lady runner on the streets of Mumbai narrating how she never quits running encouraging viewers to run with her. The video captures Mumbai where the lady affirms how every person has unique reasons to run, be it for a social cause, health or with their loved ones.
She expresses, she has found her reason to run and encourages us to find ours too, thus introducing the annual marathon in a subtle manner with #RunForAReason.
This digital campaign is the first stem of the entire campaign which will culminate on January 18, 2016.
Social media sprint
This 42.2 kilometer long race is an annual affair for which the brand has built independent handles for Twitter, Facebook, and Instagram; SCMM also has its own app for iOS and Andriod.
Facebook page of SCMM details every aspect of the marathon, while celebrating the victory of past winners by posting about them thus encouraging the audience.
Taking consumer engagement to the next level, SCMM conducted a contest with #SweetSweat where people were encouraged to share their stories which inspired them to break the manacle and move ahead.
Celebrity Gul Panag involved with SCMM gave Twitteratis an opportunity to interact with her by asking questions via #AskGul.
— Gul Panag (@GulPanag) January 7, 2016
Branches of SCMM
Apart from the introductory video, the social media handles of the SCMM also published two other videos to promote the campaign on digital forum.
The first film, briefly in 30 seconds showcased how most marathon runners are not runners, but common people like us, directly encouraging participation from students, house-wives, corporate workers and more.
The second video was uploaded to introduce the route for the half marathon to enable people to identify the route easily.
Finally, the recent video uploaded on January 13, which was a little over a minute included celebrity Tara Sharma highlighted Standard Chartered’s WASHE (Water Sanitation Hygiene Education) community investment program that aims to provide access to sanitation, drinking water, enhanced toilet facilities and hygiene education to girl students studying in municipality schools.
Standard Chartered Mumbai Marathon VRWASHE (Water Sanitation Hygiene Education) is Standard Chartered’s community investment programme that targets the girl child in municipal schools with an aim to provide them with easy access to safe water and improved toilet facilities, as well as hygiene education. This year, we went a step further by presenting many girls from WASHE the chance to feel like a marathoner and run their first ever Standard Chartered Mumbai Marathon #VirtualRun. The run let the girls experience the Marathon in a simulated 360 degree environment with the Gear VR. Watch their heart-warming story here. #RunForAReason
Posted by Standard Chartered India on Tuesday, January 12, 2016
This year, SCMM presented some girls from WASHE the chance to feel like a marathoner and run their first ever Standard Chartered Mumbai Marathon #VirtualRun. The run allowed the girls to experience the Marathon in a simulated 360 degree environment with the Gear VR.
To sum up, the digital campaign titled ‘Why I Run’ introducing the marathon garnered over 4 lac views on Facebook, was shared over a thousand times and also was trending on #1 on Twitter. Aesthetically the video was pleasing which captured the beauty of Mumbai, keeping the viewers engaged.
The campaign as the video suggests, over all does not dart a particular cause but has an open ending, allowing every runner to choose its own reason to run. This was the most unique aspect of the campaign which grabbed attention as every person has their own individual identity and hence goal to run.
Social media engagement was impressive as all their handles were extremely active by constantly posting either nostalgic photograph of the winners from the past marathons, contests, blogs or more videos.
It was an impressive move by SCMM to subtly introduce their WASHE initiate along with the marathon thus promoting both the aspects by blending them into one.
However, the campaign appeared to be a tad clustered with the usage of too many hashtags like #RunForAReason, #VirtualRun, #SCMM2016 and #AskGul which couldn’t streamline audience.
All in all the campaign managed to stir social media with constant updates and traction.