Cadbury Dairy Milk Promo, Case study A CHOCOLATE CHASES DURABLES by Madison Communication

Adsarchive » Promo , Case study » Cadbury Dairy Milk » A CHOCOLATE CHASES DURABLES

A CHOCOLATE CHASES DURABLES

Pin to Collection
Add a note
Industry Milk, Chocolate
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: CADBURY KRAFT
Product/Service: CADBURY DAIRY MILK
Date of First Appearance: Aug 1 2010
Entrant Company: MADISON COMMUNICATIONS, Mumbai, INDIA
Deputy General Manager: Shekhar Banerjee (Madison Communications)
General Manager: Mangesh Koregaonkar (Madison Communications)
Creative Controller: Manisha Dutta (madison Communications)
Category Manager- Chocolates: Cadbury (Nitin Saini)
Brand Manager: Cadbury (Sudhanshu Nagpal)
Assistant Vice President- Media: Cadbury (Sindhuja Rai)
Media Manager: Cadbury (Ankita Deepak)
Media Manager: Cadbury (Sri Ranjini Thadepalli)
Media placement: Print Campaign - Hindustan Times, Mid Day, DNA & Mumbai Mirror - 1st August 2010

Insights, Strategy & the Idea
India is embracing modernity & with booming consumerism the Indian middleclass is increasingly spending on durables like TV, Fridge, Car, Bikes & houses. One tradition has yet stayed intact with time, ‘Consumer’s belief to celebrate any durable purchase with Indian traditional sweets (MEETHA), they believe if a purchase is started on sweet note, the product will last long and bring prosperity. The goal was to make consumers celebrate these moments with Cadbury Dairy Milk Chocolate (CDM) instead of traditional sweets. (Indian Chocolate Market: 6% of traditional sweets)

The media strategy was based on the insight that consumer decides on which sweets to celebrate with, simultaneously as they decide on the product/ brand. Therefore, the media strategy was to “CHASE the moments of decision”. We decided to chase the advertising of household durables, because it’s ‘The advertising’ that influences consumer buying decision.
The unique strategy of chasing the ads was witnessed by 46 million individuals in India. The campaign drove highest sales growth of 42% in history of CDM in India. Consumer metrics on CDM as preferred sweet jumped up by 30% and also recorded unprecedented 92% spontaneous awareness. Frequency of consumption for CDM went up by 46%. As said ‘imitation is the best form of flattery’, today TV channels & other large advertisers in India are also trying to replicate our strategy to chase.

Creative Execution
We created special customized CDM ads that chased the regular advertising for big purchase categories; Cars, Refrigerators, TV & Bikes. Across channels, every time the targeted commercial was aired, we immediately chased it with a customized CDM ad, thereby, reminding the consumer every time to make the purchase on a sweet note.
Example; Right after every car Ad, the chaser ad called out: “Thinking of buying this car? Have CDM to make the purchase on a sweet note, wish you a great beginning”.
The activity was no one-off, stretched over a period of 2 months we executed this never done before idea & chase 28 advertisers across 4 categories & thousands of ads with full precision. This idea ensured that the brand message reached the consumer exactly at the moment of truth, when he would be making his purchase decision while also deciding the Indian sweet to celebrate the occasion with.

Results and Effectiveness
The unique strategy of chasing the ads was witnessed by 46 million individuals in India. The campaign drove highest sales growth of 42% in history of CDM in India. Consumer metrics on CDM as preferred sweet jumped up by 30% and also recorded unprecedented 92% spontaneous awareness. Frequency of consumption for CDM went up by 46%. As said ‘imitation is the best form of flattery’, today TV channels & other large advertisers in India are also trying to replicate our strategy to chase.