Mondelez India unveiled a campaign for Cadbury 5 Star in November 2023, building on the brand’s established ‘Do Nothing’ premise with ‘Do Nothing University’.
The ‘University’ offered courses dedicated to the art of ‘Doing Nothing’. A campaign site offers content that helps people specialise in the subject, with the likes of comedian Rahul Subramanian offering their ‘expertise’.
The brand took the activity on-ground and invited people to the physical premises of ‘Nothing University’ in early December.
In an e-mailed interaction, we asked Nitin Saini, VP – Marketing, Mondelez India, for more on the campaign.
How has the response been to the ‘Do Nothing University’ campaign? Has the film only been on digital or has it aired on TV / OTT too?
The film was run digitally. The campaign was widely shared on social media and WhatsApp groups making it one of the most viral campaigns for the brand. Additionally, the course achieved a remarkable milestone, surpassing 3,00,000 registrations.
What are the numbers for the campaign on digital channels so far?
The digital film has more than 30 million views on YouTube.
How did you invite people to the physical ‘University’?
We have set up on-ground experiences in the past, whenever relevant, to drive greater impact and meaning around our philosophy to ‘Do Nothing’. The on-ground campus was an extension to the primary online experience that was being shared through the 5staruniversity.com microsite. The campus was set up in Navi Mumbai, where our audience was able to visit and experience the courses and research lab and interact with the dean and professor of Nothing University too. On completion of the courses, the students got to attend a graduation ceremony with a robe and graduation hat along with a certificate.
How many people took part in this activation over the weekend? Any plans to extend it?
We had about three lakh registrations for the online courses and over 1,000 students on ground.
Do you plan to expand the on-ground connect?
This was a short and targeted one-week activity.
What is the message that you are trying to convey through this activity?
Cadbury 5Star’s ‘Do Nothing’ ideology has stood as a proud and humorous counter to the modern culture of living life on-the-go. Currently, the advent of AI is taking the industry by storm and making everyday jobs easier thus, leaving more room for people to ‘Do Nothing’. And as the cultivators of this ethos we want to help people ace it. The introduction of Nothing University is a cheeky take on this concept and our attempt to help everyone upskill in ‘Doing Nothing’. This will not only elevate the brand’s purpose but also establish an unforgettable and fun experience for the consumers of today. Further, to completely immerse consumers in the art of doing nothing, we unveiled a physical campus of Nothing University where they can experience the course through workshops, practice labs, and research facilities for researching techniques in doing nothing while also being able to join the completion ceremony and collect their certificates.
Campaigns like ‘My Cousin’s Wedding’ did not have legs, but ‘Do Nothing University’ seems to have the potential to carry on. Do you plan to keep it going?
The idea with such campaigns is to keep the proposition relevant to the current times and offer an experience that the consumers can relate to. Hence, at the back of deep consumer insights, we revisit the portrayal of our narrative as and when it’s relevant and fits with our brand’s purpose and strategy.
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