Categories Name : MOBILE and TABLETS

Sub-Category : Best Multi Mobile Channel Campaign

Entry Name (Campaign) : 5 Star - Do Nothing

Results

Nothing Coin is a unique currency that incentivized users for doing something they really longed to do.. Nothing. The mechanism: Step1: Scan the 5Star pack to land on the mining interface. Step2: Enter batch-code from pack Step3: Sit down and do nothing. The longer you do nothing, the more Nothing Coin you mine. For every 3 minutes that your phone is inactive, 1 Nothing Coin gets added to your wallet. If you get distracted and check mail, chats etc., the earning for the day ends. Step4: Make purchases on JioMart, Paytm Mall (two of the largest ecomm platforms) and Zomato (largest food delivery app) using the "Pay by Nothing Coin" option. Nothing Coin was promoted through video, social and youth entertainment platforms. The fresh take on crypto caught the attention of top entrepreneurs and heads of some of the big crypto startups who posted about Do Nothing Coin on their social handles We also created the Nothing Coin Bank – a physical space in the real world where people can sit, chill, and eat a 5Star while mining Nothing Coins. Everything in this bank had a quirky twist- the teller does not really tell you anything, ATM doesn’t do anything, and mutual funds encourage users to invite their friends to visit the bank and mutually do nothing.

• Growth performance of 5 Star for Nothing Coin campaign period (Oct + Nov) : 29% growth Oct+Nov’21 over Oct+Nov’20
• 250k visitors on the microsite till date have spent 4.4Mn minutes Doing Nothing
• 6.6Mn NothingCoins mined so far
• ~4-5k unique users mint coin everyday
• Earned PR worth USD 1.5Mn
• Nothing Coin has become an important Owned Media asset for the brand, and is an integral part of upcoming initiatives on 5Star