The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Branded Entertainment

Perk Disclaimers

Agency Ogilvy Mumbai / India

Client Cadbury Perk

Category

Low Budget

Annual ID

OS23_BE036B

About the Work

Cadbury Perk is a chocolate bar, and its tagline “Perk Khao, Light ho jao” translates to "Eat Perk to lighten up'. Our task was to amplify this message in a culturally relevant and engaging manner. Lately, Indian audiences have been getting triggered by the most innocuous videos, and content creators have been protecting themselves by flashing disclaimers at the start of every video. We pushed this to the extreme by prefixing mock disclaimers to EVERY popular video on Youtube. Every day, we identified “offensive” moments in the most searched videos, made trigger warnings for each of them in real time, customized them further using back-end automation, and served them as fully contextual pre-roll ads. The twist - the moments we picked were anything but offensive. We took a dig at cancel-culture by flagging off the most harmless moments as potentially offensive. Since trending videos change every day, we developed custom APIs to aid us in refreshing the list and populated new disclaimers every day. With a quick turnaround time, we created our trigger warnings using stock images and deployed them within hours of any video going viral, thereby catching every trend. By combining backend automation and an innovative usage of Youtube’s pre-roll feature, we surprised viewers with tailor-made interventions in millions of popular videos. Our trigger warnings hijacked over 2.5 million videos! Perk Disclaimers was one of the most talked-about ad campaigns, owing to its topicality and timing. Within days, the campaign was shared extensively on social media, bringing the campaign 84 million views and 635 million impressions. It was featured in hundreds of news sites, blogs, major publications and TV channels, and generated earned media worth over $500,000. The bold stance taken by the brand considerably increased brand love and social mentions, and made the brand culturally relevant and top-of-mind. Even pack sales shot up by 20%, and the brand recorded its highest-ever sales during the campaign period.

2023 Awards

Total Points: 9

Credits

Agency

Ogilvy Mumbai / India

Media Distribution Company

Wavemaker India / Mumbai

Executive Creative Director

Karunasagar Sridharan

Strategist

Dhara Pujara

Account management

Ankur Gupta
Khyati Wali

Brand manager

Sagar Malik

Chief Creative Officer, India

Sukesh Nayak
Kainaz Karmakar
Harshad Rajadhyaksha

Consumer Experience Lead, India & Bangladesh

Anjali Krishnan

Consumer Experience Manager

Yash Desai

Deputy Chief Strategy Officer

Ganapathy Balagopalan

Managing Director, Vietnam

Anil Viswanathan

Marketing Head, Omnichannel

Monosij Bandyopadhyay

Media Agency - Wavemaker India

Shekhar Banerjee
Naina Shewakramani
Harsh Desireddy
Nikhita Arora
Pratik Dawda
Neomi Desai
Smit Trivedi
Chintan Thakker

President & Head of Office, Mumbai & Kolkata

Hirol Gandhi

President & Head Of Office, Ogilvy Gurugram

Prakash Nair

Senior Brand Manager

Vinay Pingle

Senior Vice President

Beenu Kurup

Vice President - Planning

Samhita Chaudhuri

Related Awards

 

 

 

 

Follow Us