#NOTJUSTACADBURYAD

Short List
Title#NOTJUSTACADBURYAD
BrandMONDELEZ
Product / ServiceCADBURY CELEBRATIONS
CategoryC02. Use of Real-Time Data
EntrantOGILVY INDIA Mumbai, INDIA
Idea Creation OGILVY INDIA Mumbai, INDIA
Media Placement WAVEMAKER INDIA Mumbai, INDIA
Production COUNTRY BOYZ FILMS Mumbai, INDIA
Post Production DELTAX Bangalore, INDIA

Credits

Name Company Position
Sukesh Nayak Ogilvy Chief Creative Officer - India
Kainaz Karmakar Ogilvy Chief Creative Officer - India
Harshad Rajadhyaksha Ogilvy Chief Creative Officer - India
Neville Shah Ogilvy Executive Creative Director
Hemant Sharma Ogilvy Senior Creative Director
Sagar Jadhav Ogilvy Creative Director
Prakash Nair Ogilvy Associate President & Integrated Brand Team Lead
Antara Suri Ogilvy Senior Vice President
Neha Shah Ogilvy Client Servicing Director
Smita Sodhia Ogilvy Group Account Manager
Princia Dsouza Ogilvy Group Account Manager
Ganapathy Balagopalan Ogilvy Head of Strategic Planning
Bhakti Malik Ogilvy Vice President Planning
Prasidh Dalvi Ogilvy Planning Director
Anushka Mukherjee Ogilvy Junior Planning
Sana Biswa Country Boyz Films Director
Chintan Thakkar Country Boyz Films Producer

Why is this work relevant for Media?

The campaign was the first ever truly hyper-localised work, which was relevant to each targeted individual promoting the local stores in their very own locality. These thousands of customised versions of the same ad were immediately relevant for the specific targeted individual using their geo location. This tech-innovation utilised the digital media platforms like never before achieving mass media numbers while being uniquely relevant for individual viewing these targeted ads. This was a media-tech innovation that has opened up channels to reach customers with utmost effectiveness. The media deployment that resulted in 35 million impressions was a landmark achievement.

Background

Diwali is the festival of lights. But last year the pandemic adversely affected the economy, dampening the festivities. The brief was to create a campaign which promotes the brand's message of generosity during the festival of Diwali. The objective was to create a campaign that showcased generosity in action.

Describe the creative idea / insights (30% of vote)

Diwali is the festival of lights. But last year the pandemic adversely affected the economy, dampening the festivities. Everyone needed a little help to get back on their feet, especially the small local stores. So we launched #NotJustACadburyAd where we didn’t just advertise for ourselves but thousands of small businesses. We mapped local stores across India through their pin codes and geo-targeted the customised ads promoting these stores locally. The AI created thousands of versions of the same ad resulting in the first ever hyper-personalised ad. This prompted every viewer watching the ad to support their local stores, thus making everyone’s Diwali happier and sweeter.

Describe the strategy (20% of vote)

As the pandemic had hit urban metros more strongly than the rural parts of India, we focused on targeting urban Indian families in the top metros. Diwali being India's biggest festival is celebrated by all members of the family together, so we were targeting consumers across age groups with our video which showed the stores around their location. The second challenge was the media deployment and where to reach our consumers. As the idea was location and tech specific the platforms of Facebook & YouTube helped drive this hyper local data driven campaign to a large set of audience. The small stores in the ad changed based on where the ad was being viewed. A person viewing the ad in Pune would be guided to small stores in Pune, in their vicinity. Similarly, for a person in Mumbai or Delhi.

Describe the execution (20% of vote)

By customising the Cadbury Diwali ad to feature the names of the stores present in and around the location of the viewer of the ad. Thus a person residing in some part of Delhi, would see the names of the stores within a 2km radius around their vicinity. Likewise for a person residing in Pune, Mumbai, Bangalore or Kolkata would see the shops in and around their location. This was made possible by geo-targeting over 260+ pin codes, making a bank of all the stores located in these pin-codes across Mumbai, Pune, Delhi, Lucknow, jaipur, Ahemdabad and Chandigarh and using an algorithm that captured the nearby jeweller, optician, apparel store, a general store and featured them in the ad alongside the local store from where you could pick a box of Cadbury as well. Thereby reminding everyone to support their local stores during the hard times.

List the results (30% of vote)

BUSINESS Generated 1.2x the targeted business numbers. IMPRESSIONS Received over 35 million impressions, with 9.4 million video views. RECALL An astounding 14.4% uplift in AdRecall CONSIDERATION 5.9% uplift in consideration VTR - View Through Rate Social - 20% (benchmark 8%) Planned Views 38,52,000 - Delivered 42,77,964, Completed Views - 3,31,685 VTR - View Through Rate Video - 37% (benchmark 35%)

Describe the use of data, or how the data enhanced the campaign output

Cadbury leveraged tech and AI to launch a hyperlocal and hyper-personalised ad which advertised not just for itself but also for over 1800+ small shops and businesses with no digital presence. While this was an innovative idea, it was equally challenging to execute. As most of the stores in India don't have any online presence, we had to create a database and manually feed in the names of all the local retailers that belonged to a particular pincode in a particular city. In total we covered selected pincodes across the cities of Mumbai, Pune, Delhi, Lucknow, Ahmedabad, Indore, Jaipur and Chandigarh. An algorithm made the geo-targeting of over 260+ pin codes possible to capture the nearby jeweller, optician, apparel store, a general store and featured them in the ad to the viewer watching the ad from a particular location.

Links
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