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