案例库 · 广告与公关 · 市场决策 · 2024
这条还没译成中文，下面是英文原文。
Cadbury 5 Star erased Valentine's Day by crossing the date line
Three anti-Valentine's passengers skipped Feb 14 entirely aboard a boat crossing the International Date Line.
Cadbury 5 Star
那一手
Cadbury 5 Star's long-running 'Eat 5-Star. Do Nothing.' positioning is about escaping life's pressures, and Valentine's Day is the annual peak of that pressure. An ordinary anti-Valentine's ad would have been one more message in the noise.
Ogilvy India staged 'Erase Valentine's Day' as a real experiment: passengers who hate the day boarded a vessel crossing the International Date Line between American Samoa and Samoa at 11:59pm on 13 February 2024, American Samoa time, and arrived at 12:00am on 15 February local time - the entire day of 14 February simply did not happen for them.
The operation was live-streamed to millions. The campaign reached over 230 million users, with more than a million people reposting the trailer, and generated an estimated $8 million in earned PR, 1.3 billion impressions and 2.2 million interactions. It was shortlisted at Spikes Asia 2025 in Entertainment.
为什么管用
- The date-line trick makes the escape literally, verifiably true.
- Live streaming turns the stunt into real-time drama.
- It extends the brand's 'do nothing' idea without saying it once.
- Geography makes the story impossible to argue with.
可以搬走什么
If your brand promise is an escape, perform the escape as a real, verifiable event - a physical mechanism like the date line makes the metaphor true and gives people a reason to watch.
后来呢
The stunt reached 230 million users and produced an estimated $8 million in earned PR, and the campaign earned a Wood Pencil at D&AD 2025 in Digital Marketing while being shortlisted at Spikes Asia 2025.
资料来源
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