A grand gesture to put Dan Cake on Bangladesh’s snacking landscape without a rebranding or relaunch
A nationwide celebration of all things sweet, and the geniuses who create them
THE PLAN
A Nationwide dessert making competition, aimed at engaging the audience through experiential and participatory marketing campaign using a 360° approach
EXECUTION
A digital-centric campaign aimed at recipe submissions, while communicating on all channels 360° approach
LAUNCH: PRESS CONFERENCE
PARTNERING WITH CELEBRITY CHEFS FROM BANGLADESH AS JURY FOR ALL ROUNDS
Partnering with ATN television to air 8 episodes of Dan Cake Dessert Genius
DIGITAL MEDIA
Microsite development for recipe submission
SOCIAL MEDIA LAUNCH, TEASERS, CALL FOR SUBMISSION
REWARD COMMUNICATION
Educative content on how to submit recipe, where to submit and when
EXPLAINING DESSERT: EDUCATIVE CONTENT
FOLLOW UP ON SUBMISSIONS
CALL TO ACTION CONTENT ON SOCIAL MEDIA AND GDN ADS TO SUBMIT RECIPES
GDN ADS TO SUBMIT RECIPES
Submission closes, Regional Audition round begins
SOCIAL MEDIA COMMUNICATION FOR REGIONAL ROUNDS BEGIN
END OF AUDITION ROUND IN 8 DIVISIONS, DHAKA ROUND COMMENCES
TELEVISION MEDIA
TV SCROLL ON ATN
TVC
DESSERT GENIUS AIRS ON ATN BANGLA
PRESS ADVERTISEMENT
ACTIVATION, BRANDING AND ON-GROUND PROMOTION
Posters, Leaflets, Distributor Vans branding
REGIONAL ACTIVATION IN 8 MAJOR CITIES ACROSS BANGLADESH
PACKAGING REDESIGN AND FORM INSERTION IN PRODUCT PACKS
The Competition Regional Rounds Semi-Finalists selected, elimination rounds commence
FINALE
FOOD TASTING
ELIMINATION ROUNDS END, TOP 10 FINALISTS EMERGE
Final round takes place in Pan Pacific, A line chefs and celebrities do the food tasting and declare winner
OUTCOME
4,812
Successful Registration
10,000
Interested Participants
6.00
Million Reach on TV
32.01
Million total impression