Cadbury 5Star is back with a refreshing campaign that extends its ‘Do Nothing’ proposition. Taking another step ahead, the brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. With no expensive hardware or large investments needed, NothingCoin challenges the traditional notion of how only hard work helps people earn.
Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5Star’s brand persona of being witty and speaking in a language that excites the youth.”
In this latest communication, the brand is talking to today’s youth who are digital natives and hardly remember a time without smartphones, the internet, and social media. Comprising of college-goers and first-time job seekers with action-packed schedules, they are hardly left with time in their hands to simply relax and do nothing. Through this campaign, the brand in a quirky way promotes the idea of moving away from the stressors of life, enjoying some downtime, and spending time doing nothing; all while rewarding and letting them earn.
The idea of the activation is that consumers can mine this coin by buying a Cadbury 5Star, scanning the QR code, and logging onto the Do Nothing mining website. After following basic steps, the consumer must do nothing and keep his phone aside to let the website mine NothingCoins for them. On mining coins, the consumer can redeem exciting offers in our very own digital Cadbury 5Star mall linked with the website which has products from Souled Store and offers from Paytm or they can even redeem the coins for JioMart vouchers.
The launch of this one-of-its-kind currency will be supported by a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation. As part of the outdoor activation, the brand has taken a spin on traditional bank setups and built a branch at Nariman Point in Mumbai wherein consumers can visit this bank, grab a Cadbury 5Star, sit, and do nothing to mine more Nothing coins on our website. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.