Yearly Crea*ve Strategy Presenta*on

& Showcase 2013

 as a Brand:

Gone Mad is a kids chocolate

brand that teleports you to a mad
world where you can go bonkers,
do bizarre things and have a lot of
fun every*me you have it!

Here are 2 campaigns routes based on this

thought of being teleported into an en*rely
mad world:

Campaign #1

Mind Map

Go Mentas+c!
Concept note

Go Mentas+c!
- The idea for the campaign is to show all
kinds of characters, who on having the
product, have a completely dierent take
on their current situa*on.
- We call these characters as Mad Avatars.

- These Avatars can be made to sing, dance,

talk, walk, ght, laugh and gain popularity over
the masses just like Angry Birds, Gangnam Style.

Scope of the campaign

in the digital space:

Film Strips/ Comic Strips:

Student
visits
Baba.

Student
eats
Chocos@ck.

Baba appears as a
Hippie with an Afro
wig and retro
glasses to the
student!

Signo

Mad Avatars
Film Strip/ Comic Strip: 2

Kid goes
to a zoo.

Kid eats
Chocos@ck!

Suddenly the Hippo

appears as to have
super human powers
and ies!

Signo

Mad Avatars
Film Strip/ Comic Strip: 3

Kid throws a
Chocos@ck
and asks the
Bulldog to
Fetch!

The Bulldog
eats the
Chocos@ck!

The Bulldog turns

Into a bright,
Mul@coloured
French poodle!

Signo

Mad Avatars
Personality Cards:

Virals

The lm /comic strip crea*ves can be

converted into 10-15 second anima*on videos
which can go viral on You Tube, FB and TwiXer.

They are bound to create a buzz and bring
trac to the FB page.

Jingle + Jig

A jingle can be created for each character along

with a liXle jig and this can go viral on the FB page
as well as on You Tube, just like Gangnam Style.

People would love to see a poodle singing a
sorority song or a retro baba dancing to the
moves of a hip- hop song!

Posters

Posts

Continued

Contests on FB and TwiVer

Cosplay

FB Contest Share the Mad Avatars and win!


Hashtag Campaigns on TwiVer

#GoMental
#MentalMoments

Comic books

A compila*on of these comics can be put

together as a comic book which can be
made available along with the products.

Gif Banners

Gif banner with

background music of our
avatars can be used to
promote Gone mad across
digital space.

Give-aways for contests:

Visual Merchandise

Funky accessories like laptop skins, mobile covers,

watches, headphones, with the popular
characters could be used as give-aways for
contests to promote Gone Mad as a brand.

Watch

Mobile cover

Coee mug

Fridge Magnet

Set of circular
playing cards

Change slide to all extensions: last

Why this works


This campaign reects a Gone Mad world.

The characters do the job of promo*ng madness
in a fun, cool and unforgeXable manner!
They become a talking point for your brand.

They are adorable, have varied personali*es and
they grab peoples aXen*on very quickly.

Since the campaign is extendable, it can be

carried on for a long *me by constantly coming
up with more Mad Avatars.

Campaign#2

Mind Map

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Mad Moments:
Concept Note

Madness has been inside the greatest, smartest,

wackiest people across ages, even in our very
own classrooms and neighbourhoods!

Why Mad Moments?

Everyone has a mad moment, some*me or the

other.

We want to make the idea of Mad Moments
ownable to Gone Mad, such that:

Mad Moments = Gone Mad!

We believe that brand recall can be highly

amplied if we give a mad twist to history,
contemporary and popular stu!

Revisit how Gone Mad Newton | Columbus |
Einstein were.

Share the madness in peoples daily lives, making
the campaign very relevant and engaging.

Viral Videos

 20 second anima*ons for Youtube where you

can watch your favourite scien*sts, explorers
and army generals having their mad
moment!

 A series of mad posts on crazy inven@ons,

mad pranks, every day madness and op
inven@ons can be run on Facebook and
TwiXer. These can be in the form of photos as
well as videos.
Viewers can also send in pictures. This way,
we can ensure their par*cipa*on and keep
them engaged on the page.
Regular contests can be run on the most
prominent social media plaeorms.

Mad Moments:
Mad Gags

Everybody has grown up watching Funny Gag

Videos or Images.

These funny gag videos and pictures can be
posted and shared. Eg: Americas favourite
video.

Contest " An Upload-your-Gag video/photo
contest and the funniest video/photo and win!

Gone Mad - App

 A Social App where people can scribble, doodle

and comment on photographs and share them
with friends.
Upload a Picture "Doodle/Scribble " Share and
Converse

Product-related crea@ves:

Product launch posts

Topical crea@ves:

Durin IPL

On Gandhi Jayanti

Topical crea@ves: video

We created a Mad Avatar video that went viral

during the IPL!

Please click on the hyperlink below to view the video.
http://www.youtube.com/watch?v=EIvM_xklFqg

Mad Days crea@ves:

Celebra@ng special crazy days that most people
dont even know about!

Engagement crea@ves:
Mad riddles, contests, polls and quizzes.

Posts on topics that kids study about:

Latest Ulta- Pulta campaign crea@ves:

Tongue Twisters:

Who doesnt love Tongue Twisters? All of us have grown up

trying out popular Tongue Twisters.

Geek suggests we create our very own Tongue Twisters, get
kids in schools to try saying it, lm it and post it on Youtube
as they could possibly go viral.

Chic- choc, chikki chikki,

Chikki chikki, choc choc,

Choco, chick,

Chikki Choc,

Chikki Chocci,

Chocostick!

One, two, Chocostick, 

Time to do a crazy trick!


Three, four Chocostick,

Time for my favourite pick!


Five, six chocostick,

Watch the clock GO tic toc tic!



Seven, eight chocostick,

Lets get ready to jump and kick!
Nine ten, what do we love?
Chocostick, chocostick!

Results:

A page ranking of 62. High number of new likes every day. A

total of almost 35,000 fans, mostly through organic growth only!

Not only did we get new fans on the FB page, we also kept the
regular fans engaged.

Daily par*cipa*on from youngsters aged between 13- 19.

We were also able to help connect these fans to other fans
through contests, quiz, polls and ques*ons.

Received product feedback and sugges*ons

We also built a rela*onship with the regular fans through daily
interac*on.

Jelly Drink Website Concept

Geek explored all kinds of direc*ons which could

engage the kids on the new Jelly Drink website and
nally narrowed down to two main concepts.

Concept 1: The Jelly Factory

At the Jelly Factory, you can go crazy crea*ng your very

own personalized Jelly-tron from a series of fun
elements.

Users can explore their crea*ve side and submit their
personalized Jelly-trons.

The best Jelly- tron designer wins a box of chocos*cks!

The Jelly Factory Website: Landing page

The Jelly Factory Website:

Aner crea*ng the Jelly-tron design

Concept 2: The singing Jelly bots

Gone Mad could have a range of bots made out of jelly.

Users can have fun with lyrics on jelly and create and
submit their own jelly- belly song.

When the user visits the page,
a jelly- belly song sung by a jelly bot starts playing with the
lyrics slowly appearing on the screen.

Users can also select their favourite jelly bot and play with
it- they can punch it, squish it, or make it dance.

The singing Jelly bots Website:

Landing page

Thanks