Creative Execution

We targeted our audience on Twitter to tweet at us the obnoxiously sweet situations around them using the hashtag #NotSoSweet. The subsequent response to a tweet about a overtly sweet situation was a real time video with a #NotSoSweet take on the situation, enacted by popular comedians of the country in the form of an improv, shared in real time within 20 minutes on Twitter as well as on Facebook. As the activity kicked off, tweets from across the nation flooded in. The filtered tweets were immediately scripted and shot with the comedians giving it their Not So Sweet treatment.

Campaign Results: • #NotSoSweet started trending nationally within an hour of the activity and trended for 4 hours straight. @BournvilleIN was the most mentioned handle in Mumbai all afternoon. • Over 200,000 impressions generated • Close to 98,000 accounts reached • 2,395 tweets received • Videos were being produced live with a new video being uploaded every 20 mins Business Results: • Association index of Cadbury Bournville with NotSoSweet rose by 33% • Imagery scores of Cadbury Bournville went up by an astounding 78% • Preference scores on the brand track went up by a whopping 54%

Bournville represents the premium Indian chocolate market and has found immediate appeal amongst the discerning chocolate lovers with a mature palate. Taking a stand against excessive sweetness, the brand message focuses on the intense taste of the product. Thus, the goal was to promote Bournville’s intriguing tongue-in-cheek, “Not So Sweet”(NSS) brand proposition that appeals to the youth. Twitter is the pulse and preferred social network for today’s youth. It’s short, to the point and an ideal platform to voice one’s opinions. Another behavior of Bournville audience is heavy consumption of videos. We decided to marry the entertainment quotient of Youtube with the conversational virality of Twitter to generate massive conversations. Improvised Comedy as a genre resonates well with the Bournville TG. Given these insights, Tweevie (tweet + movies) would be an engaging way to drive awareness for the brand proposition.