Kyoorius Digital Awards
KYOORIUS DIGITAL AWARDS - Social (Targeted Communication)
Perk Disclaimers - Cadbury Perk
Client: Mondelēz India
Entrant: Ogilvy India
Baby Blue Elephant
|Entry Title:||Perk Disclaimers|
|Entrant Company:||Ogilvy India|
|Description:||Brief: To build on Cadbury’s Perk’s tagline, which translates to “Eat Perk to lighten up”.
Idea: Lately, audiences have been getting offended over the most innocuous details, and content creators have been protecting themselves by flashing disclaimers at the start of every video. We pushed this to the extreme by prefixing mock disclaimers to EVERY popular video on Youtube. We identified “offensive” moments in hundreds of videos, made disclaimers for them in real time, customized them further using automation, and served them as fully contextual pre-roll ads. The twist - the moments we picked were anything but offensive. We took a dig at cancel-culture by flagging off the most harmless moments as potentially offensive. Even recipe videos and cartoons weren’t spared, and we hijacked over 25,00,000 videos!
Results: 84 million views. 635 million impressions. Earned media worth $500,000. 20% increase in sales.
|Company Credits:||Ogilvy India|
|Individual Credits:||Sukesh Nayak, Chief Creative Officer|
|Individual Credits:||Kainaz Karmakar, Chief Creative Officer|
|Individual Credits:||Harshad Rajadhyaksha, Chief Creative Officer|
|Individual Credits:||Karunasagar Sridharan, Group Creative Director|
|Individual Credits:||Karunasagar Sridharan, Copywriter|
|Individual Credits:||Jugal Joseph, Copywriter|
|Individual Credits:||Kaustubh Basankar, Art Director|
|Individual Credits:||Nishigandh Dhende, Art Director|
|Individual Credits:||Himanshu Sonparote, Art Director|
|Individual Credits:||Beenu Kurup, Senior Vice President|
|Individual Credits:||Ankur Gupta, Account Management|
|Individual Credits:||Khyati Samant, Account Management|