Cadbury 5Star has been a pioneer in celebrating goodness and infuses a generous authentic spirit having come up with memorable campaigns like the real taste of life, kuch meetha ho jaye and the ‘as you eat you go in a different world’ for 5Star.
Taking the 5Star positioning forward, the brand recently created a concept of Nothing Coins (in response to Cryptocurrency) urging users to do nothing, meaning the more we do nothing the more ‘Nothingcoings’ we earn.
THE CHALLENGE
The client wanted us to propagate the ‘Do Nothing’ concept and drive consumer engagement for NothingCoins. The activity was required to be embedded with the core idea so it did not look siloed or not in synergy with the core ethos of the concept
THE SOLUTION
We wanted to build our idea within the NothingCoin philosophy of doing nothing and earning coins for zero work. Engagement was a bigger challenge since it was directly connected to the brand KPI. Our team helped create a virtual Mall (linked with the main NothingCoin website), where the earned mines could be leisurely redeemed by the consumers which then rebuilt the urge to earn more. This tri-fold strategy to ‘‘redeem, earn, and rebuild’ was kept in mind as we incorporated gift vouchers and products (from our proprietary FreeBucks marketplace) from across genres, into the Mall. We built the entire experience in a way that changes the traditional notion of how only hard work helps us earn.
Rewardport was mandated not just to build the Virtual mall with products and vouchers but also to manage the entire fulfillment, campaign delivery and consumer satisfaction.
THE outcome
NothingCoin has been an industry case study and a roaring success delivering brand growth, share of voice and sales.