The Campaign

To kick off Cadbury’s Share the Joy campaign, we needed to create a marquee event in Auckland, our biggest city, that would ignite the feeling of joy in the hearts of the main target audience, families. To inspire this emotion, we needed an event that defied reason and rationality. Cadbury Dairy Milk delivers moments of joy every day through its chocolate. What better way to amplify the brand than to bring the joy of a white Christmas to a city that’s never had one? The last time it snowed in Auckland was in 1939 and it’s never snowed there over Christmas. So in the height of summer, we created a white Christmas by making a giant snow globe. Then we added snow machines so it looked like it was constantly being shaken.

Success of the Campaign

In just 12 days we had over 35, 000 visitors inside the snow globe, with more than 126,000 spectators outside and visits to the website went up 500%. The snow globe changed our target‘s perception of the brand with close to 50% of them feeling more positive toward Cadbury after visiting it. And we maintained Cadbury Dairy Milk’s share while increasing the retail price by 125% as sales lifted between 16-27%. All the top New Zealand media outlets covered the story, gaining over $300,000 worth of earned media with a reach of more than 4 million.

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

The snow globe travelled to three of Auckland’s most popular family parks over 12 days leading up to Christmas. PR and on-going radio partnership drove awareness of the event. While the temperatures outside were sweltering, inside the public could take a Cadbury Diary Milk sample off the tree and cool off in the snow. Wrist bands with the campaign URL were handed out to direct people to the website where they found videos and photos of themselves in the snow globe and were inspired to upload their moments of joy.