cadbury 5 star
TRANSCRIPT
Cadbury 5Star @
College Fests
• Being a low priced FMCG brand operating in a highly competitive market, Cadbury’s wanted to make sure that they create deeper engagements to generate stronger brand connect
• To ensure that audience get lost in the taste of 5 star but brand wont get lost in the clutter of communication by competing brands
• To create deeper engagements, thus generate stronger brand connect
• To integrate the brand theme of “Jo khaye Kho Jaye”
Marketing Challenge
Marketing objective
To create viral engagements that communicate the brand philosophy
positively at lower costs per engagement
Situation Analysis
Mobile with its reach (500 million users) and emotional value (Always carried) delivers much larger reach and impact
Several brands embrace college festivals and youth hangouts to reach large number of youth. However the problem of clutter is still a huge challenge
• Youth are highly receptive to interactive engagements
Our Solution
Our proprietary solution Buzz (formerly BluFi) enabled us to integrate the power of experiential marketing with the interactivity offered by the mobile
Users visiting the college festivals turn ON their mobile Bluetooth to receive rich media engagements
TELiBrahma partnered with major college festivals across the country
Buzz was deployed across these college festivals
Worlds first branded treasure hunt campaign
Worlds first branded treasure hunt gaming - Consumers had to use the tips delivered on their mobile as rich media to find the lost person in the college festivals. Interesting clues were delivered
onto users’ mobile based on their location.
First time a TV commercial was previewed on Mobile. 5Star TVC was
aired on mobile even before on Television
Preview of 5Star TVC
•An exclusive 5Star branded Maze game was developed
• Banners/Standees at the fest carried unique maze like codes to represent various level of complex maze games
• A user on scanning the code with browser (delivered through Buzz) would receive respective maze game
POINT based Maze game
*
*Point was formerly called intARact
• Each maze was branded with different products of 5Star viz Classic; Crunchy; Fruit & Nut to ensure greater brand recall
• As & when the user progressed in the game, he was prompted with various other contest that included photo uploads, TVC enacts, Quiz
• When user completes the maze, he was urged to try the next level & be the 5Star Maze Master
Mobile Maze game
Buzz on Social Media...
Consumers upload the pictures/ videos of them being lost which were integrated in real time on
social media
OVER 6000 PHOTOS UPLOADED BY THE USERS
Users loved the activity
Personalized messages
Based on tweets by users with # saarang
Promotions in Twitter
Promotions in Facebook
Promotions in Orkut
• The solution was deployed in more than 50 college festivals reaching out to 600K+ students• More than 60K users have engaged through the activity by downloading content• Over 10000 students played the game and contests multiple times • 6000+ photos have been uploaded on to social media page of the brand• More than 5000 students have participated in multiple college festivals
Results/ Scale of execution
Thank you