TitleNothingcoin
Agency
Campaign Nothingcoin
Advertiser Mondelez
Brand Cadbury 5 Star
Date of First Broadcast/Publication
Business Sector Chocolate, Bars, Candies, Chewing-Gum
Tagline Eat 5 Star. Do Nothing.
Story 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.
Philosophy 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.
Problem To reverse the effect of lockdowns on sales, while building on 5 Star chocolate’s unique tagline ‘Eat 5 Star. Do Nothing’.
Result 4.4 million minutes spent by miners, doing nothing. 1.2 billion impressions. 200+ earned media placements.
Media Type Integrated Media/360 Activation
Length
Market India
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Group Creative Director
Copywriter
Copywriter
Art Director
Media Agency

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