KYOORIUS ADVERTISING AWARDS - Experience & Activation (Brand-Owned Experience & IPs)

Nothingcoin - Mondelēz India - Cadbury 5 Star JPG
Nothingcoin - Mondelēz India - Cadbury 5 Star MP4 2m:00s

Brand: Cadbury 5 Star
Client: Mondelēz India
Entrant: Ogilvy India

Nothingcoin - Cadbury 5 Star - Mondelēz India

Baby Blue Elephant

Entry Title: Nothingcoin
Brand: Cadbury 5 Star
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: Our objective was to reverse the effect of lockdowns on sales, while building on the chocolate's unique tagline ‘Eat 5 Star. Do Nothing’.

While millions invest their hard-earned money in risky cryptocurrencies, we've launched a digital coin that lets people invest their downtime instead. It's called 'Nothingcoin' and it can be mined without any hardware - all one has to do is scan the QR code on a bar of 5-Star chocolate, sit down and do nothing. A mobile microsite then measures the user’s inactivity, and rewards them with nothingcoins for every minute that they spend doing nothing, without checking their phones or getting up. We even went a step further and built an actual physical bank in Mumbai’s banking district - where customers can simply sit down, do nothing, and mine nothingcoins. But the currency is no joke - it is now accepted by India's largest payment portal.

Results: 4.4 million minutes spent by miners, doing nothing. Products worth $30,000 purchased using nothingcoin. 1.2 billion impressions. 200+ earned media placements. 29% increase in sales.
Company Credits: Ogilvy India
Company Credits: Wavemaker
Company Credits: Retro Films
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: Nishigandh Dhende, Art Director
Individual Credits: Beenu Kurup, Senior Vice President
Individual Credits: Priya Thakkar, Account Management
Individual Credits: Tanmay Rajpurkar, Account Management
Individual Credits: Abhijeet Nirban, Account Management
Individual Credits: Nitin Menon, Director
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