Description
Cadbury 5 Star has famously encouraged people to ‘Do Nothing’ for many years now. Last year, we stayed true to our tagline by releasing an ad campaign without an ad! All we did was print a ‘helpline’ number on every 5 Star wrapper. Curious consumers who dialed in were met with an automated voice message - “This number does nothing. But your phone will stay ‘engaged’ for as many hours as you want, while you do nothing.” This simple hack allowed anyone to pretend to be busy on a call while taking a break to do nothing. The number spread all over the internet through word-of-mouth and the users of the helpline became our advertisers and spokespeople, fetching 27 million views and 1.2 million engagements, while we didn’t even release a single post on our social media feed.
