Kainaz Karmakar
Chief Creative Officer at Ogilvy India, Mumbai
Mumbai, Inde
TitreNothingcoin
Agence
Campagne Nothingcoin
Annonceur Mondelez
Marque Cadbury 5 Star
Date de première diffusion/publication 2021 / 11
Secteur d'activité Confiserie de sucre et de chocolat
Slogan Eat 5 Star. Do Nothing.
Synopsis Brief: To reverse the effect of lockdowns on sales, while building on 5 Star chocolate’s unique tagline ‘Eat 5 Star. Do Nothing’. Idea: 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. 1.2 billion impressions. 200+ earned media placements.
Philosophie 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.
Problème To reverse the effect of lockdowns on sales, while building on 5 Star chocolate’s unique tagline ‘Eat 5 Star. Do Nothing’.
Résultat 4.4 million minutes spent by miners, doing nothing. 1.2 billion impressions. 200+ earned media placements.
Type de média Plateforme d'activation à 360°
Longueur
Marché Inde
Responsable de la création
Responsable de la création
Responsable de la création
Directeur de création groupe
Concepteur / rédacteur
Concepteur / rédacteur
Directeur artistique
Agence Média

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