Advertising
Digital & Social Media
Social > Topical Social OR Real-Time Response
ADVERTISING - Digital & Social Media (Social > Topical Social OR Real-Time Response)
JPG
MP4
1m:58s
Erase Valentine’s Day
Brand: Cadbury 5 Star
Client: Mondelez
Entrant: Ogilvy India
Blue Elephant
| Entry Title: | Erase Valentine’s Day |
|---|---|
| Brand: | Cadbury 5 Star |
| Client: | Mondelez |
| Entrant Company: | Ogilvy India |
| Description: | Background: Valentine’s Day can be quite insufferable. So for many years now, Cadbury 5 Star has been helping people escape it and ‘do nothing’ instead. Idea: We performed a ‘time travel’ experiment where 3 passengers who hate Valentine’s Day successfully skipped the entire day, in just one minute. How? They boarded a vessel which crossed the International Date Line between American Samoa and Samoa at exactly 11:59 pm on 13 February 2024 (American Samoa Time), thereby skipping directly to 12:00am on 15 February - the local time on the other side. The entire operation was live-streamed to millions of viewers, and the campaign rapidly became the hottest topic across social media platforms, reaching over 230 million users, with 1 million+ users reposting the trailer. Results: $8 Million Earned PR. 1.3 Billion impressions. 2.2 Million interactions. |
| Company Credits: | Ogilvy |
| Company Credits: | Wavemaker |
| Company Credits: | Retro Films |
| Company Credits: | Colosceum Media |
| Individual Credits: | Team Ogilvy |
| Individual Credits: | Team Wavemaker |
| Individual Credits: | Nitin Menon, Director |
| Individual Credits: | Retro Films, Production House |
| Individual Credits: | Colosceum Media, Livestream Partner |
