Objectives:

India witnessed the a COVID wave in 2021 and business was hit again. Chocolates being a discretionary spend reflected a major
downturn in sales which lead to all brands including Cadbury 5Star ploughing high investments to revive.

To successfully compete, 5Star needed to drive brand-love with its core consumer- GenZ.

Insight:

The carefree image of the youth is a thing of the past. They are working tirelessly towards the future and are under the constant fear of being left behind. The advent of digital has only made things more difficult for them. Being online 24X7, doing things that make them Insta-worthy, is a big part of their lives.

GEN Z needs a break, they have reached a point of cyber fatigue & stress.

In a world where society, peers, authorities, tech and even brands, wanted the youth to be continuously active and on the move, Cadbury 5Star (a chocolate brand positioned itself a chewy eat that slows you down) asked GenZ to simply…Do Nothing.

Merely asking GenZ to ‘Do Nothing’ would have barely made any material difference to their lives. We needed them to practice Doing Nothing and show them their world wouldn’t come to an end if they just relaxed once in a while.

Strategy & Idea:

Video and social assets are the mainstay of media & creative strategy for most CPG brands. This tried and tested method to drive growth, is not always enough to drive Brand Love, a critical long-term metric for a highly competitive impulse category like Chocolate.

One way messaging wouldn’t have made any material difference to the lives of GenZ. To get them to ‘Do Nothing’ we had to invade the technology that was the root cause of the problem.

In 2021, we were witnessing the Second Coming of Crypto across the world. Scores of new start-ups came up in India, most of which targeted the youth to start investing in crypto. This has led to India having the highest number of crypto investors in the world as 100 million people have invested in the new financial instrument.

However, GenZ found crypto to be very confusing. Pressure from all corners to invest left them confused and unsure about cryptocurrencies.

To ease this pressure off the GenZ, Cadbury 5Star launched Nothing Coin, a currency that could be mined by Doing Nothing.. quite literally. The more the users did nothing, the more Nothing Coin they could earn. This new currency could be used to make purchases on leading ecommerce platforms like Jio mart, Paytm Mall and Zomato.

Execution:

Nothing Coin is a unique currency that incentivized users for doing something they really longed to do.. Nothing. The mechanism works in the following ways:

Step1: Scan the 5Star pack to land on the mining interface.

Step2: Enter batch-code from the pack.

Step3: Sit down and do nothing. The longer you do nothing, the more Nothing Coin you mine. For every 3 minutes that your phone is inactive, 1 Nothing Coin gets added to your wallet. If you get distracted and check mail, chats or other apps, the earning session for the day ends.

Step4: Make purchases on JioMart, Paytm Mall (two of the largest ecomm platforms) and Zomato (largest food delivery app) using the "Pay by Nothing Coin" option.

Nothing Coin was promoted through video, social and youth entertainment platforms.

The fresh take on crypto caught the attention of top entrepreneurs and heads of some of the big crypto startups who posted about Do Nothing Coin on their social handles.

We also created the Nothing Coin Bank – a physical space in the real world where people can sit, chill, and eat a 5Star while mining Nothing Coins. Everything in this bank had a quirky twist- the teller does not really tell you anything, ATM doesn’t do anything, and mutual funds encourage users to invite their friends to visit the bank and mutually do nothing. The bank became the talk of the town and was organically picked by leading media houses.

Results:

• Growth performance of 5 Star for Nothing Coin campaign period (Oct + Nov) : 29% growth Oct+Nov’21 over Oct+Nov’20
• 250k visitors on the microsite till date have spent 4.4Mn minutes Doing Nothing
• 6.6Mn Nothing Coins mined so far
• ~4-5k unique users mint coin everyday
• Earned PR worth USD 1.5Mn
• Nothing Coin has become an important Owned Media asset for the brand, and is an integral part of upcoming initiatives on 5Star

With Nothing Coin, we have moved beyond the media partnerships with traditional media houses and introduced a partnership model of working with the biggest platforms of the future.