Mondelez India's empathy at scale strategy supported audio ads on JioSaavn
Multinational confectionery company Mondelēz India took personalization@scale to the next level by targeting young consumers on online radio for their brand Cadbury Fuse. This is yet another step towards adopting an ‘empathy at scale’ approach . The campaign aimed to engage with listeners in a human way adding value for both the consumer and the brand, whilst maintaining the brand’s unconventional, instinctive persona. Partnering with JioSaavn to use dynamic audio narratives, the recently concluded campaign was made in collaboration with Wavemaker and Ogilvy.
Innovatively leveraging real-time data allowed the brand to reach consumers in the most relevant and hyper-personalized way through the creation of 500+ contextual audio ad permutations and combinations. And a post campaign Nielsen study showed that listeners of the ad registered a 21% increase in their intent to buy.
Anil Viswanathan, Senior Director – Marketing (Chocolates), Insights and Analytics, Mondelez India said, “This association has been a great add-on to our efforts in ensuring impactful and targeted communication which is an essential factor in the journey towards continuously establishing our Marketing and Digital Excellence. The dynamic audio narratives helped us ace our personalization game, delivering a truly integrated marketing approach by leveraging the synergies between JioSaavn’s data-driven efficacy and our brand Cadbury Fuse’s innovative narrative. Having unlocked the potential of Dynamic Audio to strengthen our consumer connect agenda has been very exciting.”
This successful campaign was conceptualized by Wavemaker, who were able to bring together the right partners for a well-suited mix of data, technology and innovation. True to this core thought, the Cadbury Fuse brand identity was creatively brought alive in terms of sound by Ogilvy, who developed a distinct sonic identity - reflective of the unconventional, instinctive persona of the brand.
Shekhar Banerjee, Chief Client Officer and Head – West, Wavemaker India said, "This campaign is a testimony to the possibilities and evolution of digital marketing to personalize experiences for audiences, by focussing on the core brand idea. The dynamic audio personalization is a great example of Personalization @ Scale, where the core brand idea feeds into every user’s personal environment making Cadbury Fuse relevant."
Beenu Kurup, Senior Vice President, Ogilvy India said, “Cadbury Fuse is the go-to hunger beater for the Indian youth. Since it’s launch less than 5 years ago it’s managed to capture everyone’s attention with its interesting communication and innovative use of media targeting across platforms. This was another first of its kind opportunity and Fuse had to stand out apart from the standard ads that play on online radio. We created a master spot in the brand’s inimitable tone of voice calling out that hunger isn’t like the ads which will interrupt you but fade out back to music. Hunger needs to be satisfied and one can always be prepared with a Fuse handy.”
JioSaavn's Dynamic Audio enables advertisers like Mondelez India to deliver audio narratives that are highly contextual to a listener’s streaming experience. In this campaign, each listener heard a real-time personalized ad that was catered to their city, time of the day, day of the week, and the genre being streamed.
Excited with the association, Virginia Sharma, Vice President - Brand Solutions at JioSaavn said, “It is JioSaavn’s mission to help brands be relevant to our audience, at scale, in a timely and engaging fashion. We continue to innovate through data and technology to deliver native ad experiences that feel like a service to listeners. Dynamic Audio is unique because it offers advertisers the ability to combine the intimate and immersive nature of audio with the technological benefits of programmatic. We’re fortunate to have partners like Mondelez, Wavemaker and Ogilvy and are excited to support their agenda of personalization and empathy, at scale.”
In a promising ad effectiveness study conducted by Neilsen, 7 of every 10 respondents recalled hearing and seeing the ad, and 4 out of the 7 correctly associated the ad to Cadbury Fuse. Further, 63% of respondents who recalled the ad found it to be relevant to them, making the pilot edition of the JioSaavn’s dynamic audio campaign a success.
Personalizing audio communication is not a futuristic vision anymore. This latest association spearheads a promising possibility for many brands to strike the right chord with their audience, penetrating their world through real-time contextual and relevant advertising.