Overview

In a highly competitive market, Cadbury sought to deepen its connection with consumers, particularly families with young children through digital entertainment-based engagement. Capitalizing on changing consumer habits, particularly among younger, tech-savvy generations, who expect more interactive and digital experiences from brands. 

Solution

Cadbury Play Pad enhanced consumer engagement by introducing a fun interactive, educational app that delivered augmented reality experiences that blended entertainment and learning. Providing an extra layer of value beyond the treat occasion  

Which appealed to both parents looking for educational tools and children seeking entertainment. 

The Play Pad app offered a variety of interactive games and activities designed to engage kids in learning while playing with augmented reality features. Allowing players to interact with their surroundings, solve puzzles, and view 3D models by scanning the codes in each pack. Along with an activity zone allowing kids to colour objects that can later be brought to life in AR, enhancing creativity and learning. 

Our involvement in Cadbury Play Pad was to create a range of offers that would drive both app download (in the form of cash back) and usage. Creating an additional value of layer to drive game play via a range of exciting, relevant in-app rewards to encourage players to play different games within the Play Pad. These rewards included exclusive offers like Rs.250 off on Myntra, Rs.500 off at VLCC, Rs.500 off on lenskart.com, 35% off on firstcry.com and 30% scholarship on Toppr. 

Impact

As part of our overall role with Cadbury Play Pad we were able to add value across three distinct areas: Initial app download and participation. Driving gameplay and continued usage. Supporting Cadbury’s sales team via a dedicated Cadbury Lickables sales incentive rewarding participants with a range of high perceived value experiential rewards that could be enjoyed with their families.