Every app advertises 5 star logo for free

Emerging from the festivities, one of Mondelez India’s most iconic brands – Cadbury 5Star has taken its proposition of ‘Do Nothing’, a notch higher. With its latest campaign, #5StarsEverywhere, the quirky brand has innovatively captured the attention of consumers everywhere, by a clever move of simply hijacking the five-star rating system and changing its chocolate’s packaging to resonate to the same and turn it into their very own Cadbury 5 Star ad. Now, the consumers can spot their favourite 5 Star across the internet and apps!

The one-of-a-kind campaign cuts through the noise of regular, high-budgeted promotional activities by deftly playing on what the brand does best – innovate. Ratings have become an integral part of all D2C services, from food and grocery delivery to audio books and online shopping. Executing yet another brave idea, Cadbury 5 Star jumped at this opportunity and made itself synonymous to ratings across the board, essentially hijacking every app platform and smartly turning it around to be an ad for the chocolate.

Commenting on the campaign, Nitin Saini, Vice President - Marketing, Mondelez India said, “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the ‘Do Nothing’ proposition. As a youth centric brand, all our recent efforts were aimed to resonate with the current generation – from NothingCoin, to our Valentine’s Day alibi campaign ‘My Cousin’s Wedding’ campaign. Now with #5StarsEverywhere, the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing on advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promotions, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message – Do Nothing.”

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Sukesh Nayak, Chief Creative Officer, Ogilvy India added, “Cadbury 5 Star believes in the philosophy of ‘Doing Nothing’. To solidify this idea in young minds, we conceptualized a smart hack with #5StarEverywhere. This is a disruptive, app takeover idea which maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps which have a rating mechanism. In the festive season when brands bombard consumers with thousands of branded ads, we cleverly re-designed the 5 Star wrapper to mimic the ‘ratings’ section which are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will achieve to be literally everywhere, and be part of fun conversations by doing nothing beyond the regular media budget”

Shekhar Banerjee, Chief Client Officer & Office Head - West, Wavemaker India further added, “As a brand 5 Star is known for its counterculture attitude. With #5StarsEverywhere, our goal was to ensure that every time someone sees an App rating, they recall Cadbury 5 Star organically. Hence, we collaborated with the right media partners and built a one of its kind app takeovers that ensured the brand synapse happens across apps that have a rating mechanism. So, every time when our audience come across the five stars for rating, they see a Cadbury 5Star instead.

We can confidently say, being Everywhere, doesn’t need huge budgets. With this campaign, we are helping Cadbury 5Star save a lot of their media budget and still be omnipresent organically.”

With their new logo now present on almost every app, the brand is planning to hijack other mediums and get free advertising by leveraging this crazy approach.