|Product / Service||CADBURY CELEBRATIONS|
|Category||C03. Data-Driven Targeting|
|Entrant||OGILVY 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|
|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|
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.
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.
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.
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.
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.
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%)
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.