The Customer

The second-largest confectionery brand in the world, owned by Mondelez International.

Industry: FMCG

Founded in: 1824, Birmingham, UK

Website: https://www.cadbury.co.uk/

Key Results

The Challenge

Create a viral social media campaign to promote Cadbury Celebrations chocolates, becoming an integral part of special moments and creating a thoughtful gifting experience for customers.

The Solution

Create personalized birthday songs generated by AI and let users share them on social media.

The Campaign

In this campaign by Cadbury, users created special birthday songs with AI-generated lyrics and music. The gifter created a customized #MyBirthdaySong.

Production

The entire song was created by a generative AI solution. Gan.AI was a technology partner for the Ogilvy Creative Tech & Innovation Team, together with Uberduck and Riffit. The song was generated in real-time, combining personalized lyrics, music, and vocals.

How it works

1. Users scanned the QR code on the chocolate pack or clicked on the link in social media, which led to the Cadbury Celebrations microsite
2. Users put information about their giftee: what makes that person special to them, nicknames, anecdotes, and choose a preferred music genre, from rap to hip-hop or classical, to match the giftee’s taste.
3. A website created custom birthday song lyrics with the details about the giftee. Users can download the generated birthday song or share it with the giftee or on social media.

Delivery method

1. A microsite **for users to share information about what makes the person special to them, such as nicknames, anecdotes, and prized memories.
2. Users can download the generated birthday song or share it with the giftee or on social media.

Quote

“With the help of tech and data, we focused on creating a seamless and exclusive gift that every giver and the recipient is proud of sharing.”Shekhar Banerjee, Chief Client Officer & Office Head, Mondelez India

About this campaign in media

Social Samosa, Exchange4Media, MediaNews4U, Social Samosa

💡 Want to explore how Gan.ai can help you? Book a demo: https://gan.ai/get_started