Earlier this month, Cadbury 5 Star partnered with Netflix’s Squid Sport 2 to launch a contest in India. The symbols Circles, Triangles and Squares play a big function within the Korean present and have in every single place, from the video games to the masks of the guards who run the video games. In line with that theme, contributors wanted to search out Cadbury 5 Star packs that includes Circle, Triangle, and Sq. symbols from the present.
To make the competition extra participating, Cadbury 5 Star distributed the packs on a restricted scale and shared hints on social media to information contributors. The primary to search out and share a pack with the Circle, Triangle, and Sq. symbols would win 4.56 million Korean Gained. Nonetheless, the twist was that each one Cadbury 5 Star packs already had these symbols. Megha Madhvan gained the prize after noticing the symbols on a pack at dwelling and sending an image, profitable with out looking out. The competition strengthened 5 Star’s “Eat 5 Star, Do Nothing” message.
Commenting on the marketing campaign, Nitin Saini, VP- advertising, Mondelez India, stated, “Cadbury 5 Star is understood for its irreverent and quirky lifestyle’s stress conditions the place we imagine a number of good can come out of doing nothing. Netflix’s Squid Sport is about in a high-octane world stuffed with surprises. We noticed an thrilling alternative to carry the 2 worlds collectively and unlock a shock for our customers. We did this with a contest the place folks needed to discover the Cadbury 5 Star pack with Circles, Squares and Triangles. Nonetheless, similar to the present, our finale had the twist the place all you needed to do to win was ‘nothing’ because the packs all the time had these shapes on them. Proving that typically in life, to beat a state of affairs, a problem, or perhaps a contest, all you should do isn’t take it too severely.”
Sukesh Nayak, chief artistic officer, Ogilvy India added, “For years now, Cadbury 5 Star has been providing its distinctive ‘do nothing’ tackle trending conversations about every little thing, from cryptocurrency to AI, so it was a pure match to collaborate with a much-talked-about present like Squid Sport. However what we created is something however a simple contest. In line with 5 Star’s counter-culture stance and distinctive humour, Karunasagar Sridharan (Ogilvy ECD) got here up with an surprising concept that utterly flips the script on what it takes to win a contest, and the Ogilvy staff partnered with Netflix to carry it to life in an enormous means. It is a recreation so easy that everybody from each a part of India can take part in it, making it an enormous contest open to the whole nation.”
Shekhar Banerjee, chief shopper officer and workplace head – Wavemaker India talked about, “Crafting the partnership between Cadbury 5 Star and Netflix’s Squid Sport offered a novel alternative to merge two distinct narratives combining the present’s high-stakes depth with 5Star’s signature irreverence. This collaboration is designed to seize consideration and spark intrigue amongst audiences. To seamlessly align with this imaginative and prescient, our media method has been fastidiously devised to mirror the present’s gripping narrative, delivering a way of anticipation and shock every day. By strategically constructing momentum and creating impactful touchpoints throughout key platforms, we’re making certain that the partnership is as immersive and unmissable as the sport itself.”
Written with the View : afaqs