Valentine’s Day campaigns a ‘meetha’ success for us: Anil Viswanathan, Mondelez India

Mondelez’s Valentine’s Day campaigns for Cadbury Dairy Milk Silk and 5 Star clearly stood out among a set of equally interesting campaigns on the special day of love. Created by Ogilvy and executed by Wavemaker, the campaigns were a well-thought-out, well-executed integration of the brand’s creativity, technology and core philosophy.

Both campaigns managed to create a lot of buzz with an exciting OOH strategy, with both brands appearing to indulge in banter in prime locations, giving couples in love and singles a moment to rejoice.

However, Cadbury Dairy Milk Silk has decided to go higher and further than ever by inviting a young couple to dinner in the Metaverse, the first ever in India. exchange4media.com had a chat with Anil Viswanathan, VP Marketing of Mondelez India, about the idea behind the campaigns, the creative strategy and the overwhelming response she received.

Edited excerpts:

What was the agency’s creative brief for the Valentine’s Day campaign?

Every year on Valentine’s Day, we find ourselves among two groups of people: the couples in love who have planned their day minute by minute, and then we have the singles who would like to get away from all that mush. At Mondelez India, we wanted to do something different and cater to both sides of the same coin as part of our Valentine’s Day campaign – couples as well as singles.

We’ve been building on Valentine’s Day with Cadbury Dairy Milk Silk since 2015, pushing young hearts to express their love, trying to go beyond the usual and make it special for their partner. Meanwhile, for Cadbury 5 Star, this was the second year we took the opportunity to make even single people feel special and included at the end of our broader ‘Do Nothing’ proposition. Our brief was simple on both brands.

For Cadbury Silk, we wanted our young consumers (14-25), who are the brand’s primary consumers, to come forward and celebrate their love by making their partner blush. We understand that our target audience of young people and teenagers often celebrates Valentine’s Day in secret and we intended to help them create and share personalized messages with their loved one. We brought this idea to life by introducing real-time personalization in augmented reality, allowing consumers to leave personalized secret messages for loved ones by scanning Cadbury adverts on TV, newspapers and billboards. This has been complemented by the new Heart Pop pack – a strawberry flavored pink heart surrounded by delicious, silky smooth Cadbury Silk chocolate to bring the fun of sharing secret messages of love to life.

For Cadbury 5 Star, building on the ‘Do Nothing’ proposition, our mission was to address in a fun way the plight of single people, who are constantly being asked the most dreaded question: ‘What is what’s planned for Valentine’s Day?” And how can they get away with a creative response? By injecting humor and eccentricity, we wanted to integrate the use of ‘Nothing Coins’ in the most creative way.

How was the ambush between Silk and 5 Star planned? What was your first reaction to the idea?

As Cadbury Silk spoke to people in couples, Cadbury 5 Star decided to create an opportunity to truly own the occasion with singles. In doing so, we were able to construct contrasting messages between these two brands within our chocolate portfolio to speak to all kinds of lovers on Valentine’s Day, whether single or in a relationship. Our campaign for Cadbury 5 Star worked in tandem with what CDM Silk was planning, as it targeted different cohorts by providing a view that appealed to singles.

The campaigns are getting quite a positive response from the public. How do you feel ?

Till date, Diwali and Raksha Bandhan have been two of the most important and successful occasions for us. However, the overwhelming response this year sets a new Valentine’s Day record and the brand teams are very grateful for all the love our campaigns have generated this year.

Besides the numbers, this year’s Valentine’s Day is extra special as the two contrasting campaigns were focused on technology. We leveraged custom AR technology for the first time ever for CDM Silk, which enabled consumers to send secret messages. For Cadbury 5 Star, we’ve created special scannable packs giving consumers a chance to win a vacation to Cintacor’s Island, aka My Cousin’s Wedding. Getting a head start, we even built a fake embassy where they processed visas to visit ‘my cousin’s wedding’.

In the first week of the campaigns going live, over 70,000 people scanned the special Cadbury 5-star pack and 11 lakh secret message video cards were created by couples for each other at help from the special Cadbury Silk Heart Pop pack. Overall, we were extremely pleased with the response we received. Valentine’s Day has indeed become a ‘meetha’ success for us.

Other than the OOH ambush, what was the effective media plan for the campaign?

Cadbury Silk’s #HowFarWillYouGoToMakeThemBlush campaign was supported by partnerships like the one with Spotify where users could create personalized playlists with unique hidden voice messages from their respective partners, something only accessible to the two of them. While Cadbury 5 Star Valentine’s Day Alibi campaign also ramped up offline activations through fake embassy and activated partnerships with various influencers and media platforms.

What was the reach and engagement of the digital part of the campaign?

Cadbury Dairy Milk Silk

  • 61 Lakh+ Secret Messages video cards have been created on Silk’s website and other partner platforms like Jio, Paytm, etc.
  • As of February 24, the campaign has generated 163MM reach and 360MM social media impressions.
  • On Google, the campaign generated 165MM reach, 222MM impressions and over 40MM views.

Cadbury 5 stars

NothingCoin Website Metrics

  • Pack scans have been reported to over 66,689
  • 8 million coins mined
  • Mining Minutes – 2.5 million mining hours to date
  • As of February 24, on social media, the campaign generated a reach of 190MM and 587MM impressions
  • On Google, the campaign recorded a reach of 136MM, 177MM impressions and 42 million views.

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