Cannes Lions

TAKE CELEBRATIONS ALONG TO THE INDIAN ARMY

MADISON COMMUNICATIONS, Mumbai / MONDELEZ INTERNATIONAL / 2015

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Overview

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Credits

Overview

Execution

We engineered real-time journey of people’s wishes to travel the country to reach Indian borders. Using social-media, we powered CELEBRATIONS BUSES with tweets and FB-messages. Thought-seeding through tweets, posts and videos urged people to share their wishes. As ‘tweeshes’ poured in, the buses travelled forward & collected wishes and gifts from all around the country- from common people, celebrities to social-media influencers.These buses travelled for 10days continuously covering the distance of 23000km & their movements were updated on real-time basis on Facebook tab. These messages were delivered along with celebrations boxes to thank the Soldiers on behalf of the nation.

Outcome

The campaign drove high ePR on Social media; pulled in celebrities to participate for free, drawing PR mileage worth nearly 1.3MnUS$. 38Mn social-impressions drove high participation and visibility reaching 20Mn unique users. The campaign hashtag organically trended thrice nationally ensuring high visibility reaching 41Mn timelines. Videos on YouTube drove 0.2Mn views generating 5Mn impressions.

Celebrations sales showed a healthy growth of 17%, & the mind-measure on ideal-gift went up by 30%. Key measure on “intent-to-gift” went up by 25%.

Daresay, we motivated our PM to visit Army base-Siachen and convey the nation’s support, appreciation & Diwali greetings to the soldiers

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