Campaign Overview
DSP Asset Manager, a trusted name in investment management for over 25 years, launched a high-impact campaign to reach last-minute investors during the financial year-end.
By partnering with Uber, a widely used urban mobility platform, DSP successfully targeted a high-intent audience, educating them about index funds and encouraging smarter financial decisions.
Objective
The campaign aimed to increase reach and engagement among potential investors by educating them about DSP’s index funds and instilling confidence in their investment approach. The financial year-end was strategically chosen to capture last-minute investors looking to make tax-saving investment decisions.
Challenges
- Reaching the Right Audience: Identifying and engaging digitally active individuals who are comfortable with financial investments.
- Breaking Through the Noise: Cutting through a cluttered financial ad space with a compelling and relevant message.
- Timing & Relevance: Aligning messaging with investor behavior and financial deadlines to maximize impact.
Execution
To effectively target financially aware individuals, DSP partnered with Uber and Tax Guru, leveraging the Uber app’s massive commuter base to run targeted ad placements.
Key Execution Strategies:
- Uber In-App Ads: Delivered targeted investment awareness ads to high-intent audiences.
- Strategic Timing: Aligned messaging with financial year-end to drive last-minute investments.
- Tax Guru Collaboration: Strengthened credibility with expert-backed financial guidance.
Results & Impact
The campaign achieved strong visibility and engagement, significantly outperforming industry standards.
- Reached a large audience of urban, financially aware commuters.
- Drove high engagement and meaningful interactions with prospective investors.
Key Takeaways
- Enhanced brand awareness among digitally savvy investors.
- Increased trust in DSP’s investment offerings through education-based engagement.
- Seamless audience targeting via Uber’s high-intent commuter base.
By utilizing Uber’s high-intent commuter base and executing a data-backed approach, we helped DSP Asset Manager drive impactful engagement, surpass industry benchmarks, and position their index funds in front of the right investors.
