Bhawana Anand, New Delhi
Cadbury Dairy Milk chocolate's brand theme is all about making relationships stronger and sweeter. And out of all, friendship is one of the significant bonds that this brand concentrates on profoundly. Therefore, on last friendship day, the brand discovered a new way to showcase the unconditional relationship via OOH platform. In association with Posterscope India, the out-of-home (OOH) agency from the Dentsu Aegis Network, the brand created a digitally-integrated real-time billboard that displayed pictures tweeted by consumers in real-time on Friendship Day. Alongside, a huge network of campaign was created on static sites.
The core objective of the innovative campaign was to ritualize the consumption of Cadbury Diary Milk chocolate on Friendship Day and strongly co-create the brand as a symbol to celebrate this special day amongst the youth. To celebrate the occasion, Cadbury introduced two new flavours - Honeycomb and Roasted Almond - and launched the campaign to reach out to young college goers and youth across the SEC A & B markets.
As stated on the client brief, the agency team crafted out an OOH campaign specially-designed to lure the target group uniquely and efficiently. Given that the core target group's new age craze is taking selfies, the theme was created with twin offerings; first taking a selfie on friendship day and second sharing it on twitter to come together.
Therefore to make it possible on outdoor platform, Posterscope team created a LED screen on billboard, which would display the fancy selfies uploaded by consumers on twitter. Going further, The concept, thereby, generated the idea of #madfies through digital integration. To become famous on this friendship, the brand asked youth to upload 'groupfies' using the hashtags #madfie #cadburydairymilk on twitter which was displayed on huge billboards in the city instantly.
Posterscope installed billboards at strategically located sites in locations that catered to the youth specifically. The innovation showcased the different groupfies of friends across the country which were then highlighted on the digital LED billboard.
With the use of the right media mix, the campaign delivered both impact and reach as desired. The media formats used for impact were Billboards, FOBs(Foot over bridge), Unipoles, Gantries, Pillars and designer walls; wherein to build reach and frequency it deployed Bus shelters, local/metro trains and signage's across various cities. The campaign was implemented across 26 major cities.
The campaign got a stupendous response within an hour of going live wherein the hashtag #madfie became a massive viral phenomenon surpassing #kabali. The craziness took over across both the media platforms and the brand received a gigantic reach. There were more than 461 filtered pictures which were uploaded on the billboard.
Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC said, "What could be more rewarding than to work with one of the most dynamic brands. This was one of the most challenging assignments to bring the physical and digital world together with live updates. The creative & digital teams at Posterscope along with client support were able to pull off one of the first dynamic digital ooh activity in India".