CONSUMER SERVICES
Team BigCity - March 28, 2025
Overview
In a highly competitive market, Cadbury sought to deepen its connection with consumers, particularly families with young children through digital entertainment-based engagement. Capitalizing on changing consumer habits, particularly among younger, tech-savvy generations, who expect more interactive and digital experiences from brands.
Solution
Cadbury Play Pad enhanced consumer engagement by introducing a fun interactive, educational app that delivered augmented reality experiences that blended entertainment and learning. Providing an extra layer of value beyond the treat occasion
Which appealed to both parents looking for educational tools and children seeking entertainment.
The Play Pad app offered a variety of interactive games and activities designed to engage kids in learning while playing with augmented reality features. Allowing players to interact with their surroundings, solve puzzles, and view 3D models by scanning the codes in each pack. Along with an activity zone allowing kids to colour objects that can later be brought to life in AR, enhancing creativity and learning.
Our involvement in Cadbury Play Pad was to create a range of offers that would drive both app download (in the form of cash back) and usage. Creating an additional value of layer to drive game play via a range of exciting, relevant in-app rewards to encourage players to play different games within the Play Pad. These rewards included exclusive offers like Rs.250 off on Myntra, Rs.500 off at VLCC, Rs.500 off on lenskart.com, 35% off on firstcry.com and 30% scholarship on Toppr.
Impact
As part of our overall role with Cadbury Play Pad we were able to add value across three distinct areas: Initial app download and participation. Driving gameplay and continued usage. Supporting Cadbury’s sales team via a dedicated Cadbury Lickables sales incentive rewarding participants with a range of high perceived value experiential rewards that could be enjoyed with their families.
Our platform is designed to handle both, giving clients full flexibility. Our core B2B/Trade Loyalty programs are long-term strategies, often sustained for an average program tenure of 4 years, focused on building retention and maximizing partner lifetime value. However, we also execute short-term, tactical campaigns—or 'short-burst schemes'—such as scratch cards, lucky draws, and high-sales contests, to drive immediate spikes in sales or achieve quarterly targets.
Success is measured through a set of critical Key Performance Indicators (KPIs) tracked in real-time. These metrics cover two key areas:
1. Financial Outcomes: Tracking Sales Uplift (incremental revenue generated), Customer Lifetime Value (CLV), and Average Order Value (AOV) to ensure financial profitability.
2. Behavioural Metrics: Measuring Customer Retention Rate (or churn reduction), program Enrolment and Participation Rates, and the Frequency of Purchases to confirm that the program is successfully changing partner behaviour.
For well-designed and executed B2B loyalty programs, a strong return is primarily driven by:
• Retention: Significantly reducing customer or partner churn, as retaining a client is far more cost-effective than acquiring a new one.
• Incremental Sales: Ensuring that rewards are paid out only for performance that exceeds existing sales baselines, making the program self-funding based on growth.
• Wallet Share: Incentivizing channel partners to prioritize and sell a greater share of your products over a competitor's.
Our expertise spans a comprehensive range of sectors that rely on robust channel partner and trade networks for success. We routinely power campaigns for major brands in Automotive, FMCG, Retail, Consumer Durables, Building Materials (including cement, paint, and sanitaryware), Electrical Equipment (like lighting and switchgear), Oil & Lubricants, and Pharmaceuticals, Financial Services, Telecommunications, and Technology sectors. Essentially, any business that leverages a network of dealers, distributors, retailers, or third-party influencers—such as mechanics, architects, or contractors—to drive product sales can utilize our fully customized B2B loyalty solutions.
A promotech company specializing in tactical and loyalty campaigns, offering Retailer Programs, Influencer Programs, Distributor Programs, and Sales loyalty Programs. We leverage rewards, engagement-based technology, and loyalty strategies backed by AI and insights.
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