Cadbury Pakistan x Gan.AI: Personalized Anthem for Valentine’s Day

The Customer

Cadbury is an iconic confectionery brand, renowned for its delicious treats and innovative marketing. As part of the global Mondelez family, Cadbury Pakistan consistently seeks creative ways to engage consumers and spread joy.

• Industry: FMCG

• Website: cadburypakistan.com

The Campaign

Cadbury Pakistan reimagined Valentine’s Day by launching a unique, personalized video campaign featuring pop culture icon Abdul Hannan. 

In this initiative, Studio by Gan.AI powered the creation of on-demand, personalized video messages where Abdul Hannan greeted the recipient by name and serenaded them with the love anthem “Iraadey.” 

The campaign was promoted through an exclusive Valentine’s gift box that featured a QR code, seamlessly linking physical and digital experiences.

Objectives

• Deepen Emotional Connections:
  Allow consumers to express love in a highly personalized and memorable manner.
  
  
• Boost Brand Engagement:
  Enhance consumer interaction through innovative, AI-driven content that resonates emotionally.
  
  
• Integrate Physical & Digital Experiences:
  Utilize a QR-coded gift box to drive traffic to a user-friendly microsite for personalization.

The Challenge

• Mass Personalization:
  Creating individualized video messages for thousands of consumers on a day when emotions run high.
  
  
• Seamless User Journey:
  Ensuring a simple, hassle-free process from scanning a QR code on a gift box to receiving a personalized video online.
  
  
• Efficient Production:
  Delivering high-quality, personalized content quickly and cost-effectively without new celebrity footage.

The Solution: Studio by Gan.AI

Studio by Gan.AI provided the technology that made this innovative campaign possible:

• Dynamic Content Generation:
  Using advanced AI, the sender’s and recipient’s names were personalized into a pre-recorded message by Abdul Hannan. The video opened with a personalized greeting:
  
  “Hey [recipient], this is Abdul Hannan and I'm going to sing this song for you on a special request from [sender],” followed by a heartfelt rendition of “Iraadey.”
  

• Streamlined Personalization Workflow:
  Consumers visited a dedicated microsite (cadburypakistan.com) where they entered their personal details. This data was then used to automatically generate a custom video in just three simple steps.
  
  
• Seamless Voice-cloning & Lip-sync:
  Studio by Gan.AI ensured that every video had Adbul Hannan pronouncing the name in his iconic voice with indistinguishable lip-sync, as if he had personally recorded every video. 

Integration and Execution

• Microsite Engagement:
  The dedicated platform allowed users to easily submit their details and receive their custom video message.
  
  
• Celebrity Appeal:
  Leveraging Abdul Hannan’s star power ensured the campaign resonated deeply with the audience, amplifying the emotional impact of the personalized message.
  
  
• Scalable Production:
  Studio by Gan.AI’s advanced AI capabilities enabled the efficient creation of thousands of unique videos, ensuring quality and consistency across the campaign.
   
• Seamless User Experience:
  From generating to sharing the personalized video via social media, the end-to-end process was designed for simplicity and immediate gratification.

Key Results

• High Engagement:
  The campaign generated significant buzz on social media as users enthusiastically shared their personalized messages, amplifying organic reach.
  
  
• Enhanced Brand Perception:
  By combining emotional storytelling with cutting-edge technology, Cadbury Pakistan reinforced its image as an innovative, customer-centric brand.
  
  
• Cost-Effective Innovation:
  Leveraging existing celebrity footage and AI technology, the campaign minimized production costs while delivering high-quality, personalized content.

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