DAN agencies help Cadbury Dairy Milk celebrate many flavours of friendship

Carat Media along with supporting agencies ideated and executed the integrated media campaign with the communication tagline 'Is Friendship Day Cadbury toh banti hai'

BestMediaInfo Bureau | Delhi | August 16, 2016

In line with this spirit and the joy of giving something special to friends on Friendship Day, Mondelez India launched new flavours to surround friends in the sweetness of friendship – Cadbury Dairy Milk Honeycomb Crunch and Cadbury Dairy Milk Coffee Almond.

The launch of the limited edition Cadbury Dairy Milk is supported by a 360-degree communication campaign that includes a new TVC , as well as outdoor, print & digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale in select modern trade and traditional trade outlets will also be part of the campaign to drive awareness for the product. Touchpoints were mapped basis consumption of the target audience like Colleges and hang out places, Social Media and strategic OOH locations for creating engagement and buzz.

Carat Media along with supporting agencies ideated and executed the integrated media campaign. The campaign started off with a high decibel TV campaign which showcased Cadbury Dairy Milk as an integral part of Friendship Day, with the communication tagline “Is Friendship Day Cadbury toh banti hai”.

The brand associated with MTV and created 4 videos showcasing how Cadbury Dairy Milk acknowledges every friend's importance in our lives and also amplified #madfie along with the contest which asked audience to share their mad groupfie with their friends with #madfie and they would stand a chance to become Cadbury celebrities. This was integrated on YouTube, Facebook, Snapchat and Twitter. To capture the South market a customised vignette with leading celebrities was created and aired on the Sun Network across all four south markets.

This contest separately was also promoted on Twitter, OOH and On-ground college activation which ran for 10 days. With a strong OOH campaign at strategic sites, recall was created till the occasion was approaching and live innovation on Friendship day created tremendous buzz for the brand.

In the first phase of the campaign, #madfie trended on twitter for 8 hours leaving #kabali behind which was top trending topic of the day. In Phase two, along with an influencer activity, friends were asked to share #madfie which was taken live on a prominent billboard in Mumbai for 4 days and was live on Friendship Day. College activations gained tremendous traction from 60 plus key colleges and hang out areas in Mumbai and Pune, they also promoted the call for entries for #madfie along with other engagement activities and sampling on the canter.

Sujata Dwibedy

EVP of Carat-Mondelez Sujata Dwibedy said “The beauty of the campaign was the simple but relevant messaging, it was the amplification and blend of technology which made it stand out. The team worked hard to bring alive real-time #madfies from Social media to OOH. It was an integrated effort to make it a success”

Credits:

Media Agency: Carat Media

Digital Agency: Isobar, Iprospect, Digitas

OOH Agency: Posterscope

On Ground Agency: Fountainhead MKTG

Creative Agency: Ogilvy & Mather

Agency Credits:

Media Agency: Carat Media

Digital Agency: Isobar, Iprospect, Digitas

OOH Agency: Posterscope

On Ground Agency: Fountainhead MKTG

Creative Agency: Ogilvy & Mather

Info@BestMediaInfo.com

Info@BestMediaInfo.com