The consumer logs onto the mobile network, selects the exam and enters his exam roll number. Cadbury informs him if he has passed the exam followed by the mark sheet. The final signoff has the brand asking him to celebrate his success with a sweet as usual, except in this case the sweet is Cadbury chocolate! In the event of failure in the exams, all the brand messages were not flashed on screen

The tie up with 66 examination results and the promotion of this service across various touch points, resulted in 39 million students logging onto the service on the mobile and receivingthe results alongwith the brand message at the relevant decision making moment