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