Advertisment: Cadbury Celebrations wanted to do its bit and created a data driven campaign platformed by 'Not Just A Cadbury Ad' to highlight the spirit of generosity in action.Conceptualized by Ogilvy, Cadbury Celebrations' latest Diwali campaign provides an advertising platform to local retailers, whose businesses would have been impacted by the pandemic. Cadbury Celebrations, Ogilvy and Wavemaker come together to put this campaign into action. Facebook & YouTube helped drive this hyper local data driven campaign that reached out to a large set of audience.

The brand designed a truly

unique real-time data experience in a Cadbury ad where it advertised not just

for itself but also for thousands of small businesses across India.

The displayed small stores in

the ad changed based on the location in which the ad was being viewed.

Therefore, a person viewing the ad in Pune would be guided to small stores in

Pune, in their vicinity. Similarly, a person in Mumbai or Delhi, would see the

names of the small stores in his vicinity.

In short, Cadbury

custom-designed hundreds of versions of the same ad, with the relevant

geo-targeting based on pin codes. And developed an algorithm that served an ad

customized to the viewer based on their geo location. In order to execute this

multi-platform activation campaign, Cadbury reached out to 1800+ local

retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore & Pune.

Commenting on the campaign,

Anil Viswanathan, Senior Director - Marketing (Chocolates), Insights and

Analytics, Mondelez India, said: "Over the years, Cadbury Celebrations has

become synonymous with festivals in India. This year, more than any other,

warrants for acts that signify new beginnings and the potential of goodness in

an imperfect world, and our recent Celebrations campaign infuses this thought

at the back of evoking generosity. With the proposition of 'Iss Diwali Aap

#KiseKhushKarenge', we are putting our best foot forward to inspire people to

do what's right, this time with an intention to remind people to support their

local retailers. Through this campaign, we hope to share the warmth of this

season with the small businesses as we prepare to celebrate one of India's

biggest festival."

The ad beautifully captures

an Indian family celebrating the occasion of Diwali where the woman of the

house gifts something to every member of the family bought from a local store.

It ends on a celebratory note urging people to support local stores and add

sweetness to everyone's Diwali this year.

Sukesh Nayak, Chief Creative

Officer, Ogilvy India, said, "The heart of this campaign lies in

generosity, especially in these trying times. This data-driven, localised and

personalised campaign captures generosity experienced at a local community

level, where we featured local retailers & urged people to remember them

while gifting this Diwali.

Customer Acquisition

The primary goal of customer acquisition is to gain new customers. This means that the process is focused onmarketing, which is basically communicating with or attracting new customers through targeted messages.

Common components of an acquisition strategy typically include:

• Identifying potential customers
• Designing and implementing marketing strategies
• Following up on potential sales
• Measuring the success of strategies

Most companies use marketing via ads or commercials in order to trigger the interest of potential customers. Companies may also usedirect marketing, which is when an employee of the company speaks directly to potential clients in hopes of gaining their business.

Regardless of the marketing strategy that Auto World or any other company chooses to use, it is still costly and time consuming. More importantly, the company can't be sure that they will even gain a new customer through these processes.

Customer Retention

While the focus of acquisition is on new customers, the focus of customer retention is on nurturing the relationship with current customers so that they will continue to use the products and services the company is offering. Here, Auto World will want to take steps to ensure that Ben comes back for every oil change and tire repair.

This means that customer retention strategies are focused on:

• Customer service
• Quality of products and services
• Creating a customer-friendly environment
• Loyalty programs

...and other processes that encourage customers to continue using Auto World, or any other company's products and services.

Question: explain Which is the strategy used by the company for the advertisment