Ogilvy & Mather has conceptualised the #Madfie contest to promote the launch of Cadbury’s limited edition of new flavours, Dairy Milk Honey Nut Crunch and Dairy Milk Coffee Almond
BestMediaInfo Bureau | Mumbai | August 8, 2016
Cadbury Dairy Milk enjoys a special place in the hearts of consumers during festivals and special occasions. The brand has a legacy of creating delicious moments of joy. In line with this spirit and the joy of giving something special to friends on Friendship Day, Mondelez India has launched two new flavours -- Cadbury Dairy Milk Honey Nut Crunch and Cadbury Dairy Milk Coffee Almond – dedicating to the sweetness of friendship. These limited edition flavours have been launched keeping in mind the country’s preferences and unlock the joy of trying something different while maintaining the rich experience of eating their favourite chocolate – Cadbury Dairy Milk.
The launch is supported by a communication campaign that includes outdoor, print and digital campaigns targeting the brand’s core target audience, the youth.
On the social media front, the brand is leveraging upon this occasion to bind friends through the Twitter #Madfie contest that has gone viral and has grabbed eyeballs. Through its Cadbury Dairy Milk Twitter handle and Facebook page, the brand is asking friends to get their crazy bunch together, take a mad selfie and post it on their Twitter handle using #Madfie. The chosen best #Madfie will be featured on a Cadbury hoarding or cover page. Cadbury has also associated with MTV to extend the #Madfie contest and has four digital videos on the channel’s social media handle in this regard.
Neville Shah, ECD, Ogilvy & Mather, said, “Last year, we created a television spot and an activation around friendship day. This year we thought of crowd-sourcing the activation. Everyone is talking about selfies, which has become like a revolution. There is always a thing with selfie. People make faces or photo-bomb them. That is how we came up with the idea of asking consumers to post mad selfies #Madfie.”
“Shah added, “The easiest way you get the consumer participation is to reduce the number of steps with technology. If you ask them to click pictures and send them across, then definitely they will find it better than downloading the app, sending codes and tedious things of this sort.”
On-ground activations at the point of sale in select modern trade and traditional trade outlets will also be part of the campaign to drive awareness for the product.
Shah said, “Over the years, we want to own Friendship Day and want people to celebrate the day with Cadbury.”
Creative Agency: Ogilvy & Mather
Creative Team: Neville Shah, Ashish Naik, Aarti Shrinivasan, Avinash Chugh, Dhruv Bahal, Mahima Kukreja
Account Management Team: Prakash Nair, Neha Shah, Navika Jain, Vishal Nair
Account Planning Team: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta
Media Agency: Carat
On Ground Agency: Fountainhead
Digital Agency: Isobar and Digitas