5 Star: Mush detector

5Star, a chocolate brand, used AI to create a real-time map of 'Mushy Hotspots' in India to help people avoid 'mushy' Valentine's Day areas and ads to increase brand consideration, attain a sales increase and generate positive sentiment on social media.

Campaign details

Brand: MondelezAgency: WavemakerRegion: APAC

Strategy

Objective

Being known for its counter-culture approach, 5Star wanted to continue its legacy of breaking the monotony of V-Day by encouraging the youth to escape clichés and do something different. Our AI-powered web app aimed to help the Gen Zs #EscapeTheMush to strengthen our association with them by:

  • Improving message association for #DoNothing by 3pp
  • Increase brand consideration by 2pp
  • Attain a 30% sales increase compared to the previous year
  • Garner earned PR worth $ 1 million
  • Generate 60% positive sentiment on social media
Target Audience

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