Integrated Digital Campaign
Client Mondelez India Foods Pvt. Ltd.
Brand Cadbury 5 Star
Agency Ogilvy
Brief Cadbury 5 Star’s ambassadors Ramesh and Suresh were well-known and loved by their fans.But research revealed that they were losing their relevance to a socially savvy India. They needed a youthful makeover and become an integral part of social media conversations.
Twitter, Facebook, SoundCloud and Vine
We gave Ramesh and Suresh 3 unique jobs across 3 social-media platforms. And each one was executed using 3 unexplored technologies or platforms. Every job involved cricket and was real-time.They did live sound commentary that turned Twitter into a live radio station. Next, they coached the team with 6-seconder Vine tutorials. And the last job was to mirror cricket fans through a series of GIFs.