Cannes Lions

CARTEDOR - SWEETNESS OF LIFE

MINDSHARE PAKISTAN, Karachi / UNILEVER / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

Meethi si Lagan was made with a star cast that would reflect the values of family and joy. It was planned on Eid and the total ownership of this event by the brand was taken. The two most viewed channels were selected for airing of Meethi si Lagan. This included the star cast interview on the morning shows, where the stars connected with their fans and promoted the show. Special Eid messages of the celebrities were aired for the synergism of the content. An OST for the show was created, promoted via TV and Radio for proper hype of the content and used later for strong recall of the brand.

The execution was not merely producing it but enhancing the content pre-Eid and during Eid so that maximum people register the brand actions on the occasion and we display the switch from mithai to CarteDor in a subtle way.

Outcome

Our well-crafted strategy broke the monopoly of Mithai.

The results of the campaign were:

Value share increased by 233% within six months.

“Are for special occasions” attribute positively increased by 150%

“Feel good serving these products to your family and friends” rose by 100%

With everything getting better for CarteDor, the brand marked its place in the hearts of the consumers by treading on happiness appeal and completing the challenge taken by the team. The sales went up with an apparent spike on such occasions, indicating how well the concept of branded content was assimilated by the audience.

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