Image Source: Curly Tales
Cadbury 5-Star has launched Nothing-Coin, the
world's first digital currency, which can be earned by doing nothing. According
to a recent Cadbury 5 Star advertising, "the longer you do absolutely
nothing, the more Nothing-Coins you mine, and the more you may spend."
They have also launched a bank named
Nothing-Coin Bank in Nariman Point, Mumbai, in addition to the intriguing
cryptocurrency.
Simply put in a little effort, walk into a NothingCoin Bank,
which looks and feels like any other bank, complete with air-conditioned rooms
and comfortable sofas, and then "Do Nothing!" The more time you spend
sitting around doing nothing, the more money you make.
How does it work?
The Nothing-Coin is relatively simple to
calculate. You simply go to the Nothing-Coin Bank and connect to your digital
mobile wallet, which is a microsite that monitors your phone's idleness and
allows you to earn Nothing-Coins. Simply sit without your phone and you will
continue to collect Coins.
However, if you do not live near a bank, do not
be concerned. You can still make money if you want to. It's as simple as
scanning the 5-Star chocolate package and logging onto the microsite. You may
spend your coins at JioMart, which accepts cryptocurrency if you've amassed a
fortune with them.
Their campaign and advertising
The youth are the target demographic for this
new-age cryptocurrency. Cadbury hits all the right notes when it comes to
appealing to the younger generation.
As if being a chocolate company wasn't
enough, they also urge young people to do nothing, which is the polar opposite
of what their competitors are encouraging Gen Z and Millennials to do: go out
and work hard.
5-Star has done a fantastic job with its
campaign. They have not only created an appealing and cool new financial
product, but they have also advertised it in such a way that people will
remember Cadbury's zany campaign every time they go to the bank.
The brand's most valuable asset is its ability
to communicate with young people. They studied India's youth and developed a
campaign that talks to them directly.
They took into account how busy college
students and first-time job seekers are and designed a solution that will
reward them by allowing them to earn in the most efficient way possible in
exchange for taking a break from life's stresses for a few precious hours.
What’s special about it?
The activation's concept is that customers can
mine this coin by purchasing a Cadbury 5Star, scanning the QR code, and
visiting the Do Nothing mining website. After completing the basic steps, the
customer needs to do nothing but sit back and wait for the website to mine
NothingCoins for them.
The user can use the coins to redeem exciting
offers at the Cadbury 5Star mall, which is linked to the website and features
products from Souled Store and Paytm offers, or they can exchange the coins for
JioMart coupons.
A 360-degree comprehensive marketing communication campaign,
including digital films, inventive outdoor, and influencer-led activation, will
promote the debut of this one-of-a-kind currency.
As part of the outdoor activation, the brand
has created a branch at Nariman Point in Mumbai where customers can visit, grab
a Cadbury 5Star, sit, and do nothing to mine additional Nothing coins on the
website.
The bank offers a lending counter, an ATM, and investment plans with
amusing messaging encouraging customers to do nothing.
Use of the Nothing Coin bank
A lending counter, an ATM, and investment
plans are all available at the 'Nothing Coin Bank.' All you have to do is buy a
5-star, scan the code, then sit back and relax in the bank. You will begin
mining coins right now. And the mining will stop as soon as you start using
your smartphone.
With 100 million people investing in the new
financial industry, India has the biggest number of crypto investors in the
world. The crypto market in the country has a lot of potential, and Cadbury's
5-star is making a fun early debut into the field.
Written By - Himanshi Nebhnani
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