client
Cadbury
Industry
Confectionery
Overview
Cadbury Pakistan partnered with singer Abdul Hannan to launch "Iraadey," a personalized, AI-powered song campaign under Cadbury Occasions. Convex Interactive helped develop the campaign, enabling consumers to scan a QR code on limited-edition gift boxes to generate a custom AI-voiced song dedicated to their special someone.
Problem
Cadbury Occasions needed a way to make gifting feel deeply personal at scale, while standing out in a crowded gifting season. A generic celebrity collaboration alone would not create the emotional, one-on-one connection consumers now expect from gifting brands, especially when sharing dedications with someone special in their lives.
Solution
We helped build an AI-powered microsite where consumers scanned a QR code from Cadbury Occasions gift boxes, entered their loved one's name, and instantly generated a personalized "Iraadey" version featuring Abdul Hannan's custom shoutout, ready to download and share.
Process
We designed a three-step consumer journey: buy a limited-edition Cadbury Occasions gift box, scan the QR code on the box, and land on the interactive campaign microsite.
There, consumers entered their loved one's name and their own details. The generative AI platform used this information to insert a personalized spoken shoutout directly into Abdul Hannan's song, "Iraadey." The final track was then instantly downloadable and shareable across social platforms.
Result
The "Iraadey" campaign transformed everyday gifting into a personal, shareable moment, prompting consumers to buy Cadbury Occasions boxes specifically to unlock their own AI-generated dedication. The blend of celebrity collaboration and generative AI technology gave the campaign strong emotional appeal and organic shareability on social media, boosting brand engagement.
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