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Media Convergence

Breaking the barriers of communication by creating the first ever “ Media Convergence” Cadbury Celebrations Special Diwali Pack. Media Convergence. TV. Internet. Co-hosting a never before Cross-Media Simulcast. Radio. Why. When. Who. Where. What. What ...was the task in hand !.

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Media Convergence

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  1. Breaking the barriers of communication by creating the first ever“Media Convergence”Cadbury Celebrations Special Diwali Pack

  2. Media Convergence TV Internet Co-hosting a never before Cross-Media Simulcast Radio

  3. Why When Who Where What

  4. What ...was the task in hand !

  5. In India no festivity is complete without Homemade sweets

  6. = A sweet for Auspicious Occasion Cadbury

  7. Objective Make consumers celebrate Diwali with Cadbury range of chocolates instead of homemade sweets

  8. Chocolate Mkt INR 50 million Homemade sweets INR 1600 million

  9. The Dilemma of… Festival for the entire family

  10. The ambience of Diwali nurtures a singular mindset which is independent of any market, age or SEC…

  11. Target ‘the occasion of Diwali’ rather than one consumer base

  12. When The intricacies of…

  13. Only 2 weeks… to target everyone

  14. Why Where … To Maximize

  15. Regular… gives you regular

  16. The Convergence of… Family

  17. Internet TV The Convergence of … Media Radio

  18. Radio When out For shopping Radio & Internet Home or Traveling Television Watching at home Addressing every member of family at the same time through their choice of Media

  19. Partnered with country’s 3 of the largest broadcasting networks Internet TV Radio

  20. To host a never experienced before Magnum Opus on Indian Mass Media

  21. Engage us further in our Indulgence

  22. Efficiency Effectiveness Communication

  23. So Much… in So Less Time

  24. Brand Logo unit & Tagline Level 1 Property Name & logo designed using the product packaging & Tagline Level 3 Extensive Programme Integration, with every act leading into Cadbury Celebrations story Level 2 Same elements used to package the programme Even Astons & Celeb wishes sections

  25. Content customized to complement each medium’s USP Simulcast + behind the scene interviews + sneak picks Simulcast + Celeb interviews + Performance review + Celeb wishes across the day Magnum Opus Diwali Celebration cutting across generations in a family

  26. Lakshmi Puja Celebration of Victory Diwali of Light Blessing from elders Bhaidooj Antakshari Family Get together Husband wife relationship All Girls Act

  27. Integration Role of Cadbury Celebration in the act Driver Medium Used differently to spike the enactment Enactment/ Act Element Generation Involved in the Act Grand Parents Parents Youth Kids Both real life & serial bro- sis enact the occasion Radio + Internet Bro gift Sis, Cadbury Celebrations as return gift Bhai dooj Bro & Sis perform

  28. Media Convergence TV Internet AV Radio

  29. Results

  30. Preference scores (Vs `LY)moved up by 79% ~ Source: SRM Track

  31. 78%of people who witnessed the simulcast- associated the brand with the initiative ~ Source: SRM Track

  32. Reached out to 94 million peopleWithin 2 weeks 76 million peoplefrom regular plan VS

  33. 65 millionpeople witnessed the media convergence

  34. Opened with 4 TVR &continued to feature in the Top 5 programme for 2 weeks ~ Source: TAM

  35. Simulcast claimed highest slot rating on radio ~ Source: RAM; monitored markets

  36. Generated huge Free PR buzz

  37. &On Google even today the relevant search results run into 15 pages

  38. Thank You

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