Last year we at Starcom Pakistan took the initiative to visualize and plan a campaign for the first occasion falling in 2014, Valentine’s Day. Thinking of love and celebration the brand that came to mind was Cadbury Dairy Milk (CDM). It was a no brainer! But we needed to think big and think fast.
We began liaising with TV Channels and brainstorming with production departments to create original content. We coordinated with TV Channel Sales teams to come up with innovative value additions and seek unique opportunities for the brand. Our foresight and discipline led us to successfully engage TV Channels well ahead of time and do the unthinkable.
We shortlisted the appropriate scripts and created short films around the brand message along with promos and break bumpers with CDM's design ID. Integrated with live morning show transmissions across 7 TV channels and created value additions including day brandings across 21 TV Channels. This clutter breaking idea effectively took over TV screens in Pakistan and CDM was everywhere!
By taking this initiative we helped CDM stand apart as the leading brand on Valentine’s Day by painting the screens purple for the day of love.
Check out the video here :
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