FORCE FOR GOOD AWARD- Silver Winner
Proud Sponsors of Ground Staff | Mondelez - Cadbury Dairy Milk, Wavemaker India, Ogilvy
As an established chocolate brand, how could Cadbury meaningfully restore its distinct mental availabilit during IPL, without straying away from its brand ethos?
Cadbury's #ProudSponsorsOfTheGroundStaff campaign stood out amidst the typical cricket ads by celebrating the unsung heroes: the IPL ground staff. Cadbury turned to YouTube to launch their one-of-a-kind collab that not just inspired viewers but also evoked empathy to spark conversations. Leveraging YouTube’s ubiquitous reach and multi-screen, multiformat capabilities, their purposeful campaign helped achieve 45% sales growth in the campaign period (vs last year) and 130M engagements across touch points.
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