Kyoorius Advertising Awards
Topical Advertising
Experience & Activation
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Experience & Activation)
JPG
MP4
2m:00s
Nothingcoin
Brand: Cadbury 5 Star
Client: Mondelēz India
Entrant: Ogilvy 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 |
