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

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Cadbury 5Star wanted to provide an exciting engagement to the visitors and make them feel “LOST” in the taste of 5Star. We partnered with Cadbury and created different innovative engagement strategies during the 4 day event. The success of the campaign was reflected in the numbers and in the exciting user participation.

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

  1. 1. @ Mood Indigo 2009
  2. 2. Campaign details. <ul><li>Client: Cadbury India </li></ul><ul><li>Brand: 5Star </li></ul><ul><li>Campaign duration: 4 days </li></ul><ul><li>Location : MoodIndigo’09(the annual cultural festival of IIT Bombay) </li></ul><ul><li>TG: Youth </li></ul>
  3. 3. Challenge <ul><li>Make users feel LOST with 5 star! </li></ul><ul><li>Let users carry a great experience of 5Star </li></ul>
  4. 4. Our solution <ul><li>The entire event area (IIT Bombay campus) was converted in to a bluetooth zone </li></ul><ul><li>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 </li></ul><ul><li>5Star zone was integrated with the event guide and users were educated about exciting contests through promoters, communication collaterals etc </li></ul><ul><li>Provide interesting mobile engagement every day during the event in line with the brand thought </li></ul>
  5. 5. Execution <ul><li>An animated message delivered every day through BluFi informing users about the contest on the day was also delivered to users through BluFi </li></ul><ul><li>Users were requested to register in the 5Star zone to participate in contests and engagement with 5Star </li></ul><ul><li>Exciting brand content were also made available for free downloads from the 5Star zone </li></ul>
  6. 6. Day 1: Find the lost person <ul><li>Users will receive clues (via BluFi) about Muthu (the lost person) in the event. Clues were in the form of VIDEOS, Animations etc. </li></ul><ul><li>Using the clues when users spot the lost person, they received surprise gifts from Cadbury! </li></ul>Downloads of Mobile Application (Event guide & Brand Zone) – 2176 Number of Downloads of Clues– 4,300 Participants who found Muthu - 11 Day 1 results
  7. 7. Day 2: What’s your LOST story? <ul><li>An animated message informed users to collect FREE 5Star from the kiosk was delivered to users through BluFi </li></ul><ul><li>Visitors who went to collect the free 5Star were requested to capture their LOST moment on their mobile and UPLOAD the photo to BluFi. </li></ul><ul><li>Lucky winners with best photos received surprise gifts from Cadbury </li></ul>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
  8. 8. Day 3: Whom do you want to get LOST with? <ul><li>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?” </li></ul><ul><li>Users have to submit their name, friend's name & their friend’s mobile number </li></ul><ul><li>Lucky winners of the day received gifts from Cadburys </li></ul>Downloads of Mobile Application (Event guide & Brand Zone) – 2852 Number of Downloads of animated instruction– 2428 Total submissions - 110 Day 3 results
  9. 9. Day 4: What's your Lost index? <ul><li>Users were informed to find out their LOST index using a simple mobile form </li></ul><ul><li>Based on their answers to few questions their Lost Index was delivered to users along with a brand message </li></ul><ul><li>Lucky winners of the day received gifts from Cadburys </li></ul>Downloads of Mobile Application (Event guide & Brand Zone) – 1942 Number of Downloads of animated instruction– 1509 Day 4 results
  10. 10. Numbers tells the story <ul><li>Around 10000 users were engaged </li></ul><ul><li>with the brand </li></ul><ul><li>11000 brand content downloads </li></ul>
  11. 11. APART FROM GREAT NUMBERS… What had we achieved?
  12. 12. Great participation from visitors…
  13. 13. Great level of excitement and brand recall for 5star Provided first of its kind experience to users AND…
  14. 14. We’ve made users felt With
  15. 15. Thank you

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