The One Show
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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.
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
Bronze Pencil
Credits
Agency
Ogilvy Mumbai / India
Media Distribution Company
Wavemaker India / Mumbai
Art Director
Kaustubh Basankar
Nishigandh Dhende
Himanshu Sonparote
Copywriter
Karunasagar Sridharan
Jugal Joseph
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
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