Cadbury 5 Star + BluFi @ IIT MOOD Indigo = Excitement!

@ Mood Indigo 2009

Campaign details.
Client: Cadbury India
Brand: 5Star
Campaign duration: 4 days
Location : MoodIndigo’09(the annual cultural festival of IIT Bombay)
TG: Youth

Challenge
Make users feel LOST with 5 star!
Let users carry a great experience of 5Star

Our solution
The entire event area (IIT Bombay campus) was converted in to a bluetooth zone
An interactive event guide was delivered to users through which they can know more details about the event, plan their visit as per the schedule of the event
5Star zone was integrated with the event guide and users were educated about exciting contests through promoters, communication collaterals etc
Provide interesting mobile engagement every day during the event in line with the brand thought

Execution
An animated message delivered every day through BluFi informing users about the contest on the day was also delivered to users through BluFi
Users were requested to register in the 5Star zone to participate in contests and engagement with 5Star
Exciting brand content were also made available for free downloads from the 5Star zone

Day 1: Find the lost person
Users will receive clues (via BluFi) about Muthu (the lost person) in the event. Clues were in the form of VIDEOS, Animations etc.
Using the clues when users spot the lost person, they received surprise gifts from Cadbury!
Downloads of Mobile Application (Event guide & Brand Zone) – 2176 Number of Downloads of Clues– 4,300 Participants who found Muthu - 11 Day 1 results

Day 2: What’s your LOST story?
An animated message informed users to collect FREE 5Star from the kiosk was delivered to users through BluFi
Visitors who went to collect the free 5Star were requested to capture their LOST moment on their mobile and UPLOAD the photo to BluFi.
Lucky winners with best photos received surprise gifts from Cadbury
Downloads of Mobile Application (Event guide & Brand Zone) – 2979 Number of Downloads of animated instruction– 2615 Total number of photos uploaded - 162 Day 2 results

Day 3: Whom do you want to get LOST with?
A simple mobile form was delivered through 5star mobile zone and users were asked to answer the question “Whom do you want to get LOST with in Mood Indigo?”
Users have to submit their name, friend's name & their friend’s mobile number
Lucky winners of the day received gifts from Cadburys
Downloads of Mobile Application (Event guide & Brand Zone) – 2852 Number of Downloads of animated instruction– 2428 Total submissions - 110 Day 3 results

Day 4: What's your Lost index?
Users were informed to find out their LOST index using a simple mobile form
Based on their answers to few questions their Lost Index was delivered to users along with a brand message
Lucky winners of the day received gifts from Cadburys
Downloads of Mobile Application (Event guide & Brand Zone) – 1942 Number of Downloads of animated instruction– 1509 Day 4 results

Numbers tells the story
Around 10000 users were engaged
with the brand
11000 brand content downloads

APART FROM GREAT NUMBERS… What had we achieved?

Great participation from visitors…

Great level of excitement and brand recall for 5star Provided first of its kind experience to users AND…

We’ve made users felt With

Thank you

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Cadbury 5 Star + BluFi @ IIT MOOD Indigo = Excitement!

by TELiBrahma Convergent Communications. Pvt. Ltd. on Jan 19, 2010

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Cadbury 5 Star + BluFi @ IIT MOOD Indigo = Excitement! — Presentation Transcript