The Campaign

After some strong competition from a local brand, New Zealanders had fallen out of love with Cadbury. To remedy this they asked us to create a campaign that Kiwis couldn’t help but love. We wanted to remind New Zealanders what chocolate is all about - joy. Because joy means different things to different people we decided to conduct a year-long experiment to capture as many different interpretations of joy as we could by creating an integrated campaign that spread joy across the country through multiple experiences. First, a nationwide experiential campaign that brought real moments of joy to New Zealanders, then a website where people could share their own moments of joy and, finally, all that joy was captured in a TV campaign and music video – showcasing the first song ever to be made from the joy of a nation.

Success of the Campaign

Over 3 million people were involved with making, watching or sharing the campaign. Over 150,000 people experienced an event with between 83-100% reporting feeling more joyful as a result of the experience. PR coverage earned an accumulative media reach of over 8 million and over 700,000 people watched the campaign online. We managed to maintain Cadbury Dairy Milk’s share while increasing the retail price by 12% and sales lifted between 16-27%. Enjoyment was 25% above the average campaign, there was a 15% increase in love scores and a 25% increase in buy most often.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

At experiential events and online, people could experience joy first-hand. TV and PR amplified reach and got the movement into our collective consciousness, while press and radio drove traffic to events. Each element fed into the others to create environments where people could engage at any level, by participating, producing, sharing or just watching. First, a nationwide experiential campaign brought real moments of joy to the country. Once we’d held multiple events, people started sharing their own moments of joy on our website. Then we used sounds and videos that we had discreetly recorded at events combined with the consumers’ videos to create a song, composed by Grammy-winner Bobby McFerrin. The song was released as a TV campaign and music video. Finally, consumers could create, and star in, their own music videos using our online Joy Mixer, then share it with friends who could add themselves into it.