Breaking the barriers of communication by creating the first ever “ Media Convergence” Cadbury Celebrations Special Diwali Pack.

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Presentation transcript:

Breaking the barriers of communication by creating the first ever “ Media Convergence” Cadbury Celebrations Special Diwali Pack

Media Convergence TV Internet Radio Co-hosting a never before Cross-Media Simulcast

What When Why Who Where

What...was the task in hand !

In India no festivity is complete without Homemade sweets

= A sweet for Auspicious Occasion Cadbury

Objective Make consumers celebrate Diwali with Cadbury range of chocolates instead of homemade sweets

Homemade sweets INR 1600 million Chocolate Mkt INR 50 million

The Dilemma of… Festival for the entire family

The ambience of Diwali nurtures a singular mindset which is independent of any market, age or SEC…

Target ‘ the occasion of Diwali’ rather than one consumer base

The intricacies of… When

Only 2 weeks … to target everyone

WhyWhere … To Maximize

Regular … gives you regular

The Convergence of… Family

TV Internet Radio The Convergence of … Media

Addressing every member of family at the same time through their choice of Media Radio & Internet Home or Traveling Television Watching at home Radio When out For shopping

TV Internet Radio Partnered with country’s 3 of the largest broadcasting networks

To host a never experienced before Magnum Opus on Indian Mass Media

Engage us further in our Indulgence

Communication Effectiveness Efficiency

So Much … in So Less Time

Brand Logo unit & Tagline Level 1 Property Name & logo designed using the product packaging & Tagline Level 2 Same elements used to package the programme Even Astons & Celeb wishes sections Level 3 Extensive Programme Integration, with every act leading into Cadbury Celebrations story

Content customized to complement each medium’s USP Magnum Opus Diwali Celebration cutting across generations in a family Simulcast + behind the scene interviews + sneak picks Simulcast + Celeb interviews + Performance review + Celeb wishes across the day

Lakshmi Puja Blessing from elders Antakshari Celebration of Victory Diwali of Light Family Get together Bhaidooj All Girls ActHusband wife relationship

Element Enactment/ Act Generation Involved in the Act Integration Role of Cadbury Celebration in the act Driver Medium Used differently to spike the enactment Grand Parents YouthKids Bhaidooj Bro & Sis perform perform Both real life & serial bro- sis enact the occasion Bro gift Sis, CadburyCelebrations as return gift Radio + Internet

Media Convergence TV Internet Radio AV

Results

Preference scores (Vs `LY) moved up by 79% ~ Source: SRM Track

of people who witnessed the simulcast- associated the brand with the initiative 78% of people who witnessed the simulcast- associated the brand with the initiative ~ Source: SRM Track

Reached out to 94 million people Within 2 weeks 76 million people from regular plan VS

65 million people witnessed the media convergence

Opened with 4 TVR & c ontinued to feature in the Top 5 programme for 2 weeks ~ Source: TAM

Simulcast claimed highest slot rating on radio ~ Source: RAM; monitored markets

Generated huge Free PR buzz

& On Google even today the relevant search results run into 15 pages

Thank You