A MUST ON THE FIRST by Madison Communication for Cadbury

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A MUST ON THE FIRST

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Industry Chocolate
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released July 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CADBURY INDIA
Product/Service: DAIRY MILK CHOCOLATE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Creative Controller: Manisha Dutta (Madison Media)
Business Director: Shekhar Banerjee (Madison Media)
Chief Operating Officer: Mallikarjun Das (Madison Media)
Category Manager- Chocolates: Bhaskar Choudhuri (Cadbury India)
Media placement: TV - Star Network, MTV, NDTV, WE TV, Sony TV, Sahara One India - 1st July 2009
Media placement: Radio - Red 93.5FM, Big 92.7FM, Radiocity 91.1FM, Fever 104FM, Hello 104.6FM - 1st July 2009
Media placement: Internet - Yahoo India, Facebook.com - 1st July 2009
Media placement: Print - Hindustan Times, Mid Day, Hindusthan, Lokmat, Dina Karan - 1st July 2009
Media placement: Mobile - Salary alerts from SBI Bank, Axis Bank, HDFC & ICICI Banks - 1st, 3rd & 5th July 2009
Media placement: Inter office mailers - 20 organizations across India - 1st July 2009

Results and Effectiveness
The kingly treatment was delivered to over 76million consumers across India. At any given point of the day consumers had more than two leading media vehicles accompanying him in his pay-day celebrations. Even the consumer metrics on CDM as preferred sweet jumped up by 35% during the activity period. Claimed scores on CDM as an alternate to homemade sweets touched as high as 64% from 40% and the brand touched an unprecedented 92% spontaneous awareness scores and 88% last one month trial scores.

Creative Execution
Creating an experience of “world at your feet” demanded media interventions beyond 30sec TVCs. Across the day-clock lead media vehicles lend their name & endorsed their joy of ‘Payday’. The morning ‘Newspaper’ claimed their happiness of payday with integrated masthead, all FM-Radio stations had special channel ids, Major internet portals redesigned their home-page announcing payday, even when the consumer is in office, congratulations kept pouring in via office emails and with office administration distributing CDM. Once back home he even witnessed all leading TV channels embracing the joy of payday. Even the arrival of the good news of salary credit via SMS Bank alerts reminded him again to celebrate the day with CDM. A “Must on the First” – 18 National TV broadcasters, 5 leading dailies, 4 largest radio networks, largest internet portals, 4 nationalized banks and 15 large corporations equivocally rejoiced to create the magic of Pehli-Tareekh (payday).

Insights, Strategy & the Idea
"With Wallet Full of Money, I Feel Like a King, Honey!" How much ever you earn, salary credit on every 1st of month (Hindi Language: Pehli-Tareekh) always calls for celebration, an occasion so pristine celebrated often by Indian middle-class families with “Meetha” (homemade sweets). Communications goal was to exemplify the payday celebration with CDM, presented as an alternate to homemade-sweets. (Chocolate Market is only 10% of homemade sweets in India) Media strategy was based on the insight that consumer decides what homemade sweet to celebrate with, on the day of receiving the good news and therefore on the day of salary credit we simulated a ‘King’s’ treatment with ‘On payday entire world is at your feet’ experience (Hindi: Kush Hai Zamana Aaj Pehli Tareekh Hai). Gearing towards his salary credit consumers found even every media vehicle that he interacts in a day congratulating & sharing his joy of payday