1. Cadbury 5Star
@
College Fests

2. • Being a low priced FMCG brand operating in a highly competitive
market, Cadbury’s wanted to make sure that they create deeper
engagements to generate stronger brand connect
• To ensure that audience get lost in the taste of 5 star but brand
wont get lost in the clutter of communication by competing brands
• To create deeper engagements, thus generate stronger brand
connect
• To integrate the brand theme of “Jo khaye Kho Jaye”
Marketing Challenge

3. Marketing objective
To create viral engagements that communicate the
brand philosophy positively at lower costs per
engagement

4. Situation Analysis
 Mobile with its reach (500 million users) and emotional
value (Always carried) delivers much larger reach and
impact
 Several brands embrace college festivals and youth
hangouts to reach large number of youth. However the
problem of clutter is still a huge challenge
• Youth are highly receptive to interactive engagements

5. Our Solution
 Our proprietary solution Buzz (formerly BluFi) enabled us
to integrate the power of experiential marketing with the
interactivity offered by the mobile
 Users visiting the college festivals turn ON their mobile
Bluetooth to receive rich media engagements
 TELiBrahma partnered with major college festivals across
the country
 Buzz was deployed across these college festivals

6. Worlds first branded treasure hunt campaign
Worlds first branded treasure hunt gaming - Consumers had to use the
tips delivered on their mobile as rich media to find the lost person in the
college festivals. Interesting clues were delivered onto users’ mobile based
on their location.

7. First time a TV commercial was previewed on Mobile.
5Star TVC was aired on mobile even before on Television
Preview of 5Star TVC

8. •An exclusive 5Star branded
Maze game was developed
• Banners/Standees at the fest
carried unique maze like codes
to represent various level of
complex maze games
• A user on scanning the code
with browser (delivered
through Buzz) would receive
respective maze game
POINT based Maze game*
*Point was formerly called intARact

9. • Each maze was branded with
different products of 5Star viz
Classic; Crunchy; Fruit & Nut to
ensure greater brand recall
• As & when the user progressed in
the game, he was prompted with
various other contest that included
photo uploads, TVC enacts, Quiz
• When user completes the maze,
he was urged to try the next level &
be the 5Star Maze Master
Mobile Maze game

10. Buzz on Social Media...

11. Consumers upload the pictures/ videos of them being lost which were
integrated in real time on social media

12. OVER 6000 PHOTOS UPLOADED BY THE USERS

13. Users loved the activity

14. Personalized messages
Based on tweets by users with # saarang
Promotions in Twitter

15. Promotions in Facebook

16. Promotions in Orkut

17. • The solution was deployed in more than 50 college
festivals reaching out to 600K+ students
• More than 60K users have engaged through the activity by
downloading content
• Over 10000 students played the game and contests multiple
times
• 6000+ photos have been uploaded on to social media page of
the brand
• More than 5000 students have participated in multiple
college festivals
Results/ Scale of execution

18. Thank you