This Valentine’s Day, Cadbury 5Star achieved the unfathomable with their ‘Erase Valentine’s Day’ campaign! The brand launched a time-travel vessel that was set to cross through the international date line on 14th Feb as part of the monumental mission to erase the mushy 24 hours in a single minute.
For D-Day, the brand onboarded Tanmay Bhat and Samay Raina to helm the mission from the Control Room in Mumbai. The scheduled crossing was shared with the world through a Youtube LIVE event, which was a rollercoaster of laughs and personal stories as everyone witnessed the brave volunteers champion the Samoan seas and cross the International Date Line— erasing Valentine’s Day for all those who want to get away from all the mush. Viewers even got in on the action, voting for the cringiest things they have witnessed, while the volunteers on the ship dialled in the stream via a live video call and shared some personal anecdotes adding an extra layer of hilarity to the mix. As they approached the Date Line, Tanmay and Samay guided ‘F.N.S Cringe Vinash’ in a countdown and celebrated when this mission was accomplished!
The 1hr Youtube Livestream successfully engaged with brand’s core target group of 18-34 years and reached over 65MM people with more than 1.6MM views, 35k+ concurrent viewers and over 15000 comments. On socials, the campaign delivered 108mn reach and 300Mn impressions.
This was indeed a small journey for our volunteers, but a giant crossing for humanity!
