Campaign details
Brand: MondelezAgency: WavemakerRegion: APAC
Strategy
Objective
Being known for its counter-culture approach, 5Star wanted to continue its legacy of breaking the monotony of V-Day by encouraging the youth to escape clichés and do something different. Our AI-powered web app aimed to help the Gen Zs #EscapeTheMush to strengthen our association with them by:
- Improving message association for #DoNothing by 3pp
- Increase brand consideration by 2pp
- Attain a 30% sales increase compared to the previous year
- Garner earned PR worth $ 1 million
- Generate 60% positive sentiment on social media
Target Audience
Every year...